Eurostar flags up marketing as central to sales rise

By Loulla-Mae Eleftheriou-Smith, marketingmagazine.co.uk, Thursday, 12 July 2012 12:57PM

Eurostar has earmarked marketing and price-led promotions as central to its rise in sales and passenger numbers.

Eurostar: offbeat 'trainstorming' campaign starring Jarvis Cocker

Eurostar: offbeat 'trainstorming' campaign starring Jarvis Cocker

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.

At the time, the brand also re-ran its pan-European campaign featuring Jarvis Cocker on TV.

Follow Loulla-Mae Eleftheriou-Smith on Twitter @loullamae_es

This article was first published on marketingmagazine.co.uk

X

You must log in to use Clip & Save

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Additional Information

Campaign Jobs

  • Campaign Marketing Manager EMAP Competitive + Bonus, London (Greater) / London (East), London (Greater)
  • Exhibition Designers WRG Live Competitive salary and benefits package dependant upon experience, Manchester, Greater Manchester
  • Producer WRG Live Competitve salary and benefits package dependent upon experience, London (Central), London (Greater) / Manchester, Greater Manchester
  • Content Manager WRG Live Competitive salary and benefits package, Manchester, Greater Manchester
  • Senior Creative Team Purple Consultancy £40000 - £50000 per annum, London