Eurostar flags up marketing as central to sales rise
Eurostar has earmarked marketing and price-led promotions as central to its rise in sales and passenger numbers.
Speaking to Marketing, Eurostar marketing director Lionel Benbassat said: "A series of recent price-led promotions and marketing campaigns have worked well in communicating attractive fares, convenient connections and fast journey times."
Eurostar's results reveal an uplift in customers choosing high-speed rail over flying in Europe.
Eurostar reported a 1% rise in revenues to £425m for the first six months of the year, up from £421m for the same period last year. Passenger numbers have grown by 2% to 4.8 million, the company said.
Benbassat said a series of activity around fares had helped to boost the train company’s performance against air carriers to European destinations such as Amsterdam.
He said: "As a result, we are seeing more customers choosing high-speed rail over plane for destinations like Amsterdam and Provence, as well as the traditional capital cities of Paris and Brussels."
Eurostar is the official rail services provider for the Games and in April staged a series of promotions over the course of a day, from on-board upgrades to tickets to the Olympics, for consumers travelling to and from London.
Follow Loulla-Mae Eleftheriou-Smith on Twitter @loullamae_es
This article was first published on marketingmagazine.co.uk
- Mid Weight Planner - ATL Daniel Marks London £30-£50K + Excellent Benefits, Central London
- Brand Manager FMCG Connect Up to £34,000 plus bonus potential and benefits, West Yorkshire
- Senior Brand Manager Better Placed Recruitment £Competitive, North West England
- Account Manager for South-West London integrated agency Gabriele Skelton £3035 - £4035 per annum, London
- Project Manager Red Sofa London £40000 - £50000 per annum + benefits, City of London
- OgilvyOne loses BA business
- Campaign Viral Chart: Pepsi tops Coke with Jeff Gordon test drive
- Iris and Cheil big winners at MAA Best Awards
- Twitter attracts more ads, but rates tumble 67%
- Greenpeace protests outside Saatchi & Saatchi London office
- Facebook research finds 42% switch device mid-activity