We decided to build our prospect database using field marketing. Our creative thought was: ‘Fly Eurostar, It’s only Eurostar that truly flies’. We used ambient media – Frisbees and flyers distributed via ‘stunt’ activity in the style of the film ‘Catch Me If You Can’; The campaign was designed to target the business prospect in their environment, communicate our proposition and drive them online to a data capture microsite and viral game. The stunts were carried out at major railway stations, airports and business travel agencies as we needed to catch the business traveller when they were ready to travel.

Our target for this fieldmarketing exercise was to get 4,631 new email addresses. We based this on getting a 3% response rate. In fact we drove 7,400 prospects online to give us their email address, which meant we achieved a 5% response rate.