Eurostar's ambition is to become Europe's most-loved travel experience and iProspect’s approach to delivering this business objective is by creating real connections with audiences. We want to send out the right message to the right people at the right time (easier said than done!) and so to develop these ‘real connections’ means truly understanding our audience.
Our approach was to establish a market-leading data strategy for Eurostar that would enable us to create real connections effectively.
We set out to prove that high quality, verified, second-party data has greater value to Eurostar’s sales activation campaigns than widely accessible third-party data. Since we knew that The Guardian held a huge data pool of high-quality, premium, affinity-based, socio-demographic audience data, the objective was to uncouple this data from inventory and make the audience segments addressable through other platforms. The Guardian were already looking for a partner to get these targeting options to market, so it was a match made in heaven!
This approach was a ground-breaking data proposition, which introduced premium publisher audience targeting to the programmatic marketplace.
