10 March 2015
Eurostar furthers investment in new markets
- Launch of first ever TV ad campaign for The Netherlands
- ‘Barkley’ appointed as specialist ad agency in the US
Eurostar, the high-speed rail operator connecting the UK and mainland Europe, is today (10 March) launching its first ever television advertising campaign in the Netherlands.
The advertising, which consists of three ten-second edits, takes a tongue-in-cheek look at the inconvenience of air travel, thus highlighting the benefits of connecting high-speed rail services between London and the Netherlands.
Produced by FHV/BBDO, the TV campaign is supported by an online banners and Pre-Roll YouTube ads which use a special 20 second edit of one of the films.
Eurostar’s investment in advertising on the Dutch market is designed to capitalise on the rise in sales in the Netherlands following the launch of the ‘Any Dutch Station’ product in April last year. Travellers are encouraged to consider connecting high-speed rail services with Eurostar for a more relaxing city centre to city centre journey. Lionel Benbassat, Head of Marketing and Brand for Eurostar, said:
“By investing in the Dutch market, we want to encourage more consumers to travel further by high-speed rail. The new advertising brings to life the advantages of a rail journey between London and the Netherlands, and as a result, we hope to see an increase in the number of consumers choosing the train.
We face a similar challenge in the US, where our role is to educate those travelling to Europe that there is a more relaxing and comfortable way of travelling between European destinations.”
This is the latest marketing investment from Eurostar further afield, including the USA. Eurostar have just appointed Kansas City based ‘Barkley’ to exploit the growing interest in Eurostar travel from across the Atlantic. One of the largest independent agencies in the U.S., Barkley was selected due to its strong work in the tourism and travel industries, with clients focused on both destination and transit.
As part of the campaign in the Netherlands, Eurostar has released extra seats at the lead-in price of €59 one way, allowing Dutch travellers to visit London in spring at the best possible price. Visitors can also make the most of 2 for 1 entry to exhibitions in London galleries, including the V&A, Royal Academy of Arts, Tate Modern, The National Gallery, The British Museum, and The Science Museum.
For more information or to book Eurostar tickets visit http://www.eurostar.com
or call the Eurostar contact centre on 03432 186 186 or +44 (0)1233 617 575 if calling from outside the UK.
About Eurostar 1. Eurostar is the high-speed train service linking St Pancras International, Ebbsfleet International, Ashford International, Paris, Brussels, Lille, Calais, Disneyland Resort Paris, Avignon and the French Alps. 2. Eurostar was established in 1994 as a partnership between three railway companies: SNCF, SNCB and LCR (London and Continental Railways). On 1 September 2010, Eurostar became a single, unified corporate entity owned by three shareholders: SNCF, SNCB and LCR. 3. The current Eurostar train was first introduced into service in 1994 carrying 750 passengers and operating at speeds of up to 300kph. Since then, the fleet of 28 trains has carried more than 150 million passengers between London and the Continent. Following their refurbishment these trains will continue to form a core part of the Eurostar fleet. The new e320 will carry around 900 passengers at speeds of up to 320kph.4. Eurostar is a founder member of Railteam, a partnership between Europe’s leading high-speed train operators that is developing simpler ways to book and travel on the fast-expanding, European high-speed rail network. 5. Eurostar and Eurotunnel are entirely separate companies. Eurostar operates high-speed passenger trains, while Eurotunnel operates vehicle shuttle services and the Channel Tunnel itself. Eurostar is Eurotunnel’s biggest customer.