Eurostar rolls out brand rescue activity

LONDON - Eurostar is planning a marketing campaign to reassure travellers that the train service is now fully operational.

Eurostar is attempting to reassure customers
Eurostar is attempting to reassure customers

Although not as literal, the activity is reminiscent of British Airways' ‘T5 is working' push, by Bartle Bogle Hegarty  in 2008, which aimed to restore the reputation of the Heathrow Airport terminal following its disastrous opening.

Eurostar's activity is scheduled for April and will attempt to convince consumers that the rail operator has recovered from a series of breakdowns.

Emma Harris, director of sales and marketing at Eurostar said: ‘The campaign will not directly address what has happened, but will be relevant to consumers and, in its familiarity, seek to reassure them about our return to normal service.'

Harris is working with creative agency Fallon on a strategy to improve perceptions of the brand following a damning independent report of Eurostar's handling of difficult weather conditions this winter.

The report, commissioned by Eurostar, said the company had made ‘insufficient' contingency plans, and claimed its communications strategy was ‘not satisfactory'.

Last week, Marketing revealed that Eurostar is planning to launch an, as yet unnamed, monthly magazine to  flag up its green credentials and build customer loyalty. Contract publisher Ink has been appointed to produce the title.

Have your say...

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
Media Week Jobs
Search for more media jobs

Latest

Deputy editor Janine Gibson to leave the Guardian after 17 years

Deputy editor Janine Gibson to leave the Guardian after 17 years

Janine Gibson, editor-in-chief of the Guardian website and a deputy editor of Guardian News & Media, is leaving the publisher after 17 years, following her failed bid to replace outgoing editor-in-chief Alan Rusbridger.

Share
Tango returns to advertising after two years with off-brand TV ad

Tango returns to advertising after two years with off-brand TV ad

Tango has returned to advertising after a two-year hiatus on Saturday with a deliberately sappy and off-brand TV spot.

Share
Pimm's launches weather activated OOH campaign

Pimm's launches weather activated OOH campaign

Diageo, the drinks giant, has launched a digital out-of-home campaign for Pimm's, which will activate when the weather reaches a temperature of 21 degrees.

Share

Get news by email