Eurostar's High-speed Performances

As part of the inaugural Garden Party to Make a Difference this month

, Eurostar, the high-speed service linking UK to the continent, is staging a series of 'high-speed performances'. The Garden Party is a unique 12-day festival that aims to promote sustainability, and is organised by Start UK and backed by HRH Prince Charles' Charities Foundation.

There is plenty to do at the Garden Party whatever your age, with live performances, interactive displays, exhibitions and fun activities, all with the aim of demonstrating how to create a more sustainable future for ourselves. All of this is spread across the gardens of Lancaster House, Clarence House and Marlborough House.

Eurostar's performances take place in a bespoke dome theatre which can seat 35, and which plays host to four high-speed performances every hour. This idea was devised by brand experience specialist BEcause in association with specialist marketing consultancy, Firelighter, and each of the performances focuses on a different Eurostar destination - Paris, Cologne, Amsterdam or Avignon - with a duration determined by the travelling time taken to that destination. For example, from London to Avignon takes 5 hours 55 minutes, so the corresponding performance takes 5 minutes 55 seconds.

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."

There is also an educational area surrounding the theatre, where people can learn more about the destinations as well as using PCs to find out about Eurostar's sustainability credentials. This is either through their website or in the form of their very successful 'Tread Lightly' campaign.

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.

by: Jake Stevens

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