Magazine article Marketing

Company Cv

Magazine article Marketing

Company Cv

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Company facts

Eurostar UK, launched in 1994, is an international, passenger-only train service that travels from London to Paris and Brussels via the Channel Tunnel.

The service is operated jointly by Eurostar (UK), French Railways (SNCF) and Belgian Railways (SNCB/NMBS).

Eurostar first used its service as an external marketing opportunity in August 1999, when it repainted one of its trains with scenes from The Beatles film Yellow Submarine. This stunt was used to introduce The Beatles to a new generation of fans.

In June this year, Eurostar parted company with ad agency St Luke's and returned to Young & Rubicam, which created its launch campaign in 1994. As a result of a major marketing management overhaul, the company has taken a more European approach to its ads.

The face of Eurostar's advertising has ranged from Y&R's futuristic approach, to St Luke's humourous Antoine de Caunes-fronted ads, and the current cartoon-style campaign, which carries the strapline, 'Let's go conti-mental'. Eurostar now has an estimated 60% share of the London-Paris air/rail route. …

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