Eurostar targets business traveller market, launches ad campaign
Saturday 4, September 2010
Eurostar, the high speed rail service between the UK and mainland Europe, has worked on an advertising campaign in an effort to revive the business traveller market.
The TV, outdoor, digital and CRM push, created by Fallon, coincides with the launch of its new ‘Standard Premier’ class, reported marketingmagazine.co.uk.
Featuring the tagline “Let your mind explore” – which mimics the “Exploring is beautiful” strapline used in Eurostar’s recent consumer-focused campaign – the activity seeks to reinforce the benefits of travelling business class on Eurostar.
Emma Harris, sales and marketing director at Eurostar, said: “The aim of this campaign is to highlight to them, that with our Business Premier and Standard Premier offering, Eurostar has two tailored options for everyone who needs the space and comfort to facilitate real freedom of thought and maximum productivity.”
In July this year, the company introduced its brand campaign, “Exploring is beautiful”. Born of the brand philosophy, “Always Moving Forward”, the campaign was designed to inspire travellers to venture beyond Eurostar’s core destinations and positions high-speed rail travel as the short-haul option for the future. The campaign is an invitation to explore Europe by Eurostar, using convenient high-speed rail connections.
New social media site
A new social media website has also been recently launched by Eurostar.
The campaign was created by social media agency We Are Social.
The site will encourage people to further explore Europe and book their own getaways. Visitors will have the option to post online their comments and tips once they’ve returned from their trip.
Robin Grant, MD of We Are Social, said, “Travel is about experience, conversation and sharing, which are the key elements of social media. Eurostar understands that by reaching out to the public it can help build a wealth of knowledge. We’ve tried to ensure anyone planning a trip around Europe can take advantage of what other people have learned.”
Eurostar saw passenger numbers rise by six percent to 4.6 million and revenues increase by 18 percent to £404 million during the first half of 2010. This growth was due in part to the impact of the ash cloud disruption but also reflected a strengthening of the business market and an underlying increase in both business and leisure travellers during the period.
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