Gone are the days where city-breakers Googled articles on “Top 10 tourist things to do in London”. They want to experience the real culture and best unheard of spots – exploring the city more like a local and less like a tourist.

Our big idea? Eurostar Unfiltered.

We developed Eurostar’s “local” voice by positioning them as the go-to service for European cities’ best kept secrets. Working with creators from four different hubs (London, Paris, Amsterdam, and Brussels), we created the ultimate European travel guide. Whether it’s hunting for vintage gems at Amsterdam’s famous Waterlooplein market or admiring Lille’s charming Neoclassical architecture, we gave Eurostar a unique social offering that turned travel content on its head – no longer viewing a city through a visitor’s POV, but seeing it through the eyes of a local instead.

On Instagram, we smashed our engagement rate KPI. While these results for Instagram were fantastic, the real gains were made on LinkedIn. With such a radical change to Eurostar’s content, we were expecting to have to get audiences used to the new look and feel, with a more modest increase in engagement.

However, seeing such a stark increase in these engagement rates immediately was incredibly encouraging and showed us that working with creators in unconventional ways really does pay off for brands. The Eurostar team was so happy with the results from our campaign that they’ve extended their strategy, enlisting us to create content for the brand’s channels on an ongoing and continuous basis.