Eurostar: Marketing Campaign

Marketing

Eurostar

London, January 2004

Introduction

Eurostar is a fast rail service started operating from 1994, which cogitate directly 3 main European cities, London, Paris and capital of Belgium via the Channel tunnel.

With the opening of the unused UK fast line on 28 September 2003 the fastest journey judgment of convictions hold up been reduced by 20 proceedings. The fastest London-Paris journey time is now 2 hours 35 minutes, London-Brussels 2 hours 20 minutes and London-Lille 1 hour 40 minutes.

Eurostar runs up to 14 function to Paris and lodge to Brussels everyday. In addition, up to nine trains stop at Lille in northern France, and up to intravenous feeding services stop at Calais Frethun en route .Also, 14 trains call daily at the terminal at Ashford International, which serves as the principal passenger gateway from Kent.

There are direct daily services from Waterloo and Ashford to the gates of Disneyland Resort Paris and, during the winter pass season, Eurostar operates two services every week from Waterloo and Ashford to Moutiers and Bourg St Maurice in the French Alps.

The launch of the new fast line was the main crusade for developing a new marketing programme. Fly with Eurostar is the new slogan of the company, showing the new marketing strategy of the brand.

Brand Performance

Eurostar has build a strong brand since now with high levels of sentience and favourability. A recent research has shown that 45% of the population in UK already knew about Eurostar. Award-winning and advertising campaigns have contributed to master the target of high awareness and recognition from the consumers.

Sales data shows an change magnitude tension in sales of rail tickets. Eurostar sells over septet million train tickets each year for trips through the channel. Since 1994, Eurostar has naturalized itself as the leading carrier to Paris and Brussels and...

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