Eurostar: Marketing Campaign

Essay by IgtUniversity, Master's March 2004

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London, January 2004


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

With the opening of the new UK fast line on 28 September 2003 the fastest journey times have been reduced by 20 minutes. 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 services to Paris and nine to Brussels daily. In addition, up to nine trains stop at Lille in northern France, and up to four 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 holiday 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 reason 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 built a strong brand since now with high levels of awareness 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 achieve the target of high awareness and recognition from the consumers.

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