Connecting Influencers with their Passions
Eurostar Ambassador Passion Trips
Five influencers selected for European adventure
78 posts recapping the trip
5.2 million impressions
Eurostar sought to reach American consumers in order to drive sales across the pond on their London-to-Paris hi-speed rail. With more than 4,000 miles and several cultural barriers between Eurostar and its American consumers, Crossroads and partner agency Barkley were tasked with helping bridge the gap between the train service and potential American travelers, many of which were hesitant to book a European trip because of looming safety concerns and the financial commitment that comes with an international vacation.
Crossroads identified Eurostar’s best attraction to showcase to American consumers: its unique, luxury service, allowing tourists to make the most of their European adventure by transporting them city center to city center across Europe. To showcase this benefit to American consumers, Crossroads tapped five trusted food influencers to experience the train themselves, helping to spark the desire for travel in their readers by connecting the influencer with their passion for food through unique European foodie-experiences. With Eurostar as the connector, our influencers discovered authentic, passion-centered experiences from the center of London to the center of Paris, including a behind-the-scenes gastro tour in Portobello Market, Indian cuisine served at the in-kitchen chef’s table at Dishoom, a master class at Spring with one of Paris’s most well known chefs and a breakfast and history lesson at the famous Laudrée Champs Elysees.
Such unique experiences tailored to each influencer’s specific foodie-passion lead to 78 blog and social posts, garnering 5.2 million impressions. Collected content didn’t die there: Crossroads was able to amplify the photos and anecdotes from shared content in paid social content on behalf of Eurostar, further sharing the train’s unique travel benefits while encourage European travel with the Eurostar. Successes learned from this first trip will guide the team into two additional influencer opportunities: culture- and fashion-themed.