Eurostar, the high-speed passenger service that links the UK and the Continent, is staging a series of ‘high-speed performances’ this month as part of the inaugural Garden Party to Make a Difference - a unique 12-day festival to promote sustainability organised by Start UK and strongly backed by HRH Prince Charles’s Charities Foundation.
Set in the unique, combined setting of the gardens of Clarence House, Lancaster House and Marlborough House, the Garden Party aims to give people of all ages a fun day out while, at the same time, demonstrating how to create a more sustainable future via an intriguing blend of exhibitions, interactive displays, fun activities & live performances.
Brand experience specialist BEcause has devised Eurostar’s activity in
association with specialist marketing consultancy, Firelighter. Housed within a bespoke dome-structure, a 35-seat theatre plays host to four highly entertaining, high-speed performances every hour, each of which focuses on a particular Eurostar destination – Paris, Cologne, Amsterdam or Avignon, and whose duration is determined by the journey time to that respective destination (i.e. journeying to Avignon from St Pancras International takes 5h 55mins, whilst the Avignon performance lasts just 5mins 55secs).
Claire Hutchinson, Eurostar’s Head of UK Marketing says, “High Speed Theatre gives us the perfect opportunity to bring our destinations to life in a truly imaginative and creative way. It captures the spirit of exploration and discovery through the eyes of different travellers and emphasises the speed with which we take our travellers to these destinations. Through a series of entertaining and informing theatrical performances, it presents Eurostar as the leader in sustainable short-haul travel to Europe.’’
Surrounding the theatre, an educational area complete with destination information panels and a series of PCs allows visitors to access Eurostar’s website and learn more about Eurostar’s sustainability credentials in the form of its hugely successful ‘Tread Lightly’ programme.
Visitors are also encouraged to get involved in the brand’s newly launched
cutaquarter.com portal. This gives them the opportunity to calculate their existing carbon footprint and shows just how simple it is to cut carbon emissions by 25%. Fully trained BEcause Brand Ambassadors will be on hand to help visitors navigate the websites and answer any questions.
Sharon Richey, managing director of BEcause, comments:
“This is experiential marketing at its most engaging, using live theatre to convey key messages in creative and fun ways. With the addition of the educational area and opportunities to chat to trained Brand Ambassadors after the shows, consumers can learn about Eurostar’s sustainability and also how to cut their carbon footprint by a quarter.”
‘A Garden Party to Make a Difference’ runs from 8th
September 2010 in the historic gardens of Clarence House and neighbouring Lancaster House and Marlborough House.