Eurostar & Wavemaker: Full Speed Search: How We Engineered an AI Growth Engine

The Challenge

With performance stalling and Eurostar navigating new operational challenges, the legacy search account structure, once best practice, was acting as a bottleneck for modern AI. Rather than wait for impact, the team took action.

The Strategy

A transformative three-track AI strategy married human insight with machine learning. The old structure was dismantled, and hundreds of campaigns consolidated into a single, high-speed data track, giving the AI the clean signal it needed to explore, convert, and inspire journeys.

Execution and Innovation

The strategy's resilience was proven in the Netherlands: with direct Amsterdam routes paused for renovation, the system intelligently found and converted travellers willing to take the indirect route via Brussels.

Results

A 16% revenue surge against a 10% target, CPAs slashed by 32%, and a 5% revenue increase from the Netherlands market despite route disruption.

Judge's Verdict

"The bold decision to completely restructure a well-established account demonstrated real conviction – each function given a distinct, well-branded role."

"A well-told story of major commercial impact, significantly over-delivering on targets and proving the true credibility of human-guided AI."