Client Name

Groupe Eurotunnel

Date of work

2014

Brief/Issue

Groupe Eurotunnel celebrated the 20th anniversary of the opening of the Channel Tunnel in 2014 and wanted to secure wide media coverage of the event from a variety of different angles including business, consumer, political, and across different platforms such as online and broadcast.

Lexcomm Approach

Lexington developed a comprehensive media strategy which encompassed, online, broadcast, and print media. We developed a package of materials for the media, including key facts about the Channel Tunnel and images to be used for social media content. Lexington orchestrated the media sell in of the anniversary event, contacting and hosting interviews between CEO of Eurotunnel Jacques Gounon, and journalists from key national broadsheets. Lexington also liaised with the broadcast media to secure a filming opportunity with the BBC which took place inside the Channel Tunnel, and ensured that planning desks of all radio, broadcast, and print media were informed of the event.

Outcomes

The anniversary was covered widely in the media including almost all national papers, including the Daily Telegraph, Financial Times, Evening Standard, Guardian, and The Times, as well as regional media across the whole of the UK. There was strong online coverage from BBC News Online, with broadcast coverage including BBC Breakfast, rolling BBC News and Radio 5 Live. International media coverage was also secured with publications in the US, Japan, India and Canada covering the anniversary. The campaign achieved a strong social media impact, including engagement from key targets such as former Transport Minister Lord Adonis and use of the hashtag #ChannelTunnel20.