Optimising media investment for a travel operator building a new brand identity
Le Shuttle (formerly known as Eurotunnel) is a train operator between UK & France where travellers can drive their vehicles into/out of Europe. Following a major re-brand in 2023, Le Shuttle has ambitions to build the brand’s new identity - particularly amongst younger audiences – to achieve commercial booking objectives in tandem with long-term brand strength.
What we did
Challenge
Low brand awareness, with frequent mis-attribution of the brand. Aspirations to become synonymous with UK-FR travel
In relative infancy of media measurement/planning journey, with no clear way of attributing media activity across the funnel
Limited media budgets, creating a need for nimble marketing plans
Our approach
MMO Set-up to measure the impact of media activities on New & Existing customers, with Brand KPI measured & modelled to offer Long-term view.Media deep dives answering key business questions to optimise channel spend based on response curves & seasonal analyses. Scenario planning with business leaders to identify key growth areas and support budget planning with revenue forecasts
Outcome
Robust media measurement established across the funnel, enabling scenario planning to both build the brand & drive bookings
Implementation of optimised media mix, pushing Social whilst diversifying the AV mix to broaden reach to new audiences
Pursuing seasonal opportunities by targeting months with promising media/demand conditions, coupled with limited competitor activit. Adopting a new culture of measurement & testing, incorporating MMO into business planning
Tailoring marketing strategy to push media further, based on Eki recommendations
