The marriage between Eurostar and the film version of Dan Brown's Da Vinci Code is one that is made in heaven. There's been no better global showcase for Paris and London in recent years, if ever. Full marks to Eurostar and agency Space for having the balls to make this one work. Bear in mind that there was an earlier law suit around the book which might have made less courageous marketers extremely nervous.
It demonstrates audacity and verve. It's Eurostar's biggest ever promotion and reckoned to be the world's largest online promotion, covering six countries: England, France, Belgium, the US, Australia and New Zealand.
As well as scale, you've got to admire the vision and innovation at play. Getting consumers to compete by cracking codes based around the key destinations and then organising a play-off between the international winners in those places is sheer genius. What better way of engaging consumers from diverse cultures in new and inspiring ways with two well-known global cities?
The overall prize of 200,000 Euros to be spent in Harrods in London and Galleries Lafayette in Paris, plus a Eurostar pass for life is also a real draw. Not only that, it provides a beautiful symmetry to this promotion in which the overall rationale behind the tie-up never falters.
It's initiatives like this which give our industry a good name and make me proud to say what I do at dinner parties.
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