Product category:
Integrated marketing
News Release from: Space
Edited by the Marketingservicestalk Editorial
Team on 21 May 2007
Space reveals Eurostar facade at
Bluewater
Award-winning integrated agency space has unveiled an innovative interactive sensory installation at Kent's Bluewater shopping centre for Eurostar.
The facade is both a teaser for Eurostar's first brand experience store, opening at the end of May, and heralds the November opening of the new Ebbsfleet International station, which is just off junction 2 of the M25 near the Dartford Crossing Exact details of the new store remain a close secret until the launch, but the interactive hoarding - a first for both space and Eurostar - offers a glimpse of the creativity behind the store concept
"We wanted to create an interactive experience to really engage and excite Bluewater shoppers and introduce the fact that the Continent will soon be closer than ever before with the opening of the new station at Ebbsfleet," said Charlene Charity, senior account manager at Space, "rather than create a standard 'coming soon' hoarding.
"The result, a headline of 'So close you can almost...' over a collection of three-dimensional ears, eyes, hands and noses, signifies 'hear it, see it, feel it, smell it...'.
"What's more, some of the elements are interactive - ears play modern and traditional French and Belgian music; noses expel fine French fragrance and the aroma of coffee; hands are covered in sand or Belgian lace for a tactile experience; and selected eyes play a nostalgic slideshow of sensual experiences such as Belgian chocolates and Parisian cafes".
The hoarding signs off with "Ebbsfleet International: the fastest way to Europe", and encourages customers to text in order to win tickets to visit 'multi-sensational' Paris.
Eurostar's unit at Bluewater is intended primarily as a brand experience and communication device, although visitors will be able to book Eurostar tickets, hotels and insurance through experienced Eurostar sales agents.
Bluewater is just a five-minute drive from the new Ebbsfleet International station, the epicentre of major regeneration for the North Kent area.
There is significant crossover in the 10 million catchment area for Bluewater and Ebbsfleet International, making the shopping centre the perfect place to start communicating the service that will offer improved access and a faster service to mainland Europe.
Space's campaign 'Join the Eurostar Quest' has just scooped a Gold Award in the MCCA Awards (Marketing Communication Consultants' Association) in the Best Communications Campaign featuring Sponsorship; as well as a Merit Award for Best Communications Campaign featuring Sales Promotion, and a Merit for the overall Best of the Best category.
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