Eurostar is to appoint BHWG Proximity to handle its pounds 3
million direct marketing account.
BHWG is thought to have edged out OgilvyOne in the final stages of the
pitch after Eurostar went through a long tendering process. Other
agencies involved in the early stages included Tullo Marshall Warren,
TBWA/GGT and Lowe Live.
The task for BHWG is likely to involve targeting customers with offers
and information on Eurostar services. It will also test Eurostar's
existing loyalty scheme while Carlson Relationship Marketing Group will
continue to work on systems development and processing the loyalty
Rapier was the incumbent on the direct marketing.
BHWG's appointment follows that of TBWA/London to handle Eurostar's
pounds 15 million pan-European creative account. Its first campaign,
featuring John Malkovich, was launched last month.