the story
Consumers are constantly seeking answers to questions about travel post-Brexit. However, there are different and conflicting stories currently being published across media about the potential changes to the law after March 29th. As such, Brits are largely baffled by Brexit.
With this in mind, we helped Eurotunnel to identify the need for a platform on which Brits can source the most up-to-date and relevant information. Eurotunnel would answer commonly asked questions such as, “What will happen to my pet passport after 29th March?” and “How will Brexit affect travel to the EU?”
the challenge
We were challenged to craft a Brexit broadcast and communications strategy. It should help position Eurotunnel as the go-to voice for commentary around travel to the EU post-Brexit. Most importantly, we should provide existing and potential Eurotunnel passengers with the most up-to-date information on travel after March 29th.
the answer
On Eurotunnel’s behalf, we ran research to support broadcast. We identified that confusion reigns amongst Brits over travel-related Brexit topics. Subsequently, our team used this data to deliver broadcast coverage during a time of high media interest around Brexit. Meanwhile, we were still competing with the Government and DEFRA. Both released important information on travelling to the EU and travelling with pets around the same time.
On the broadcast day, we offered a panel of trusted experts to media. The panel consisted of Simon Calder, an independent travel expert, Edmund King, President of the AA, and Jae Hopkins from Eurotunnel. We conducted a live stream, which simulcast across Eurotunnel’s Facebook to increase engagement and allow new and existing customers to ask questions.
On the same day, Eurotunnel launched their FAQ pages to the ten most commonly asked questions. This provided a platform for new and existing customers to access the latest and most up-to-date travel information.
the successes
Our team secured national (including Sky News and TalkRADIO) and regional (including BBC Kent, BBC Wiltshire, BBC Cambridgeshire and KMFM) broadcast coverage across the board. They also booked features across a number of sites including The Sun, iNews and The Express. With these linked back to the Eurotunnel Brexit site and livestream, we positioned the operator as the go-to voice for post-Brexit travel. We supported activity with the development of an FAQ repository that now sits on the Eurotunnel website. It provides the most up-to-date information on travel to and from the EU after the 29th of March 2019. We crafted the pages to increase client SEO and Google rankings.