Reactive PR Stunt
LNR - A Eurovision Party Train
How Tribera turned Eurovision fever into a 7.8 million-reach brand moment for LNR, launching an official Eurovision Party Train in partnership with the BBC.
BACKGROUND
Tribera has worked with LNR on campaigns to build brand awareness across its network. When Eurovision was confirmed for Liverpool, one of LNR's key cities, the team wanted to make the most of it.
CLIENT CHALLENGE
Coming off a period of strikes and industrial action, LNR needed to rebuild brand perception, with Eurovision offering a real opportunity to celebrate Liverpool and capitalise on the moment.
TRIBERA'S SOLUTION
We spotted a surge in Eurovision bookings alongside social chatter about people organising mini-parties together, and brought LNR, the BBC, Marketing Liverpool and Eurovision together to launch an official Eurovision train, with on-board entertainment, a celebration event at Liverpool Lime Street the night before, and a cross-channel social campaign built around community engagement and influencer partnerships.
THE RESULTS
The campaign secured coverage on BBC News, ITV News, Birmingham Mail, Liverpool Echo and a BBC Radio 1 shoutout. Social results included 1 million organic reach and 2.2 million paid reach, taking total reach to 7,822,562.