Eurostar woos business travellers
High speed rail operator Eurostar is launching a £1.4m (€2m) drive to lure hardened business air travellers from the plane to the train.
Eurostar has introduced a marketing campaign aimed at persuading people who habitually fly between London, Paris and Brussels to use its 186mph cross-Channel rail services instead.
The campaign features a cartoon character called Mr Jetset, whom Eurostar claims “embodies the loyal flier and the misconceptions they have about the bravado of taking the plane”.
The scheme will target the business sections of newspapers and London’s financial district and includes press, poster and taxi advertisements, supported by direct mail and online initiatives.
Eurostar’s head of UK marketing, Greg Nugent, said: “Mr Jetset is the last of a dying breed as most business people are fed up with flying to Paris or Brussels.
“After this campaign, our hope is that even the Mr Jetsets of this world will get it.”
Eurostar claims it is already seeing off the challenge from airlines with latest Civil Aviation Authority figures showing it now holding 66% of the London-Paris market and 59% on London-Brussels.
Eurostar passenger numbers have increased sharply since last year’s opening of the first stage of the Channel Tunnel Rail Link, which cut London-Paris journey times by up to 20 minutes.
The second phase of the link, between north Kent and London St Pancras, will open in 2007 and is expected to cut travel times by a further 15 minutes.
Eurostar is also hoping a refurbishment of its trains will further increase passenger numbers.
The group has already refitted the first of the 27-strong fleet and plans to do the rest during the next 12 months.
The refurbished first-class carriages have new-style reclining seats and pillows, new tables and table lights and at-seat power sockets for laptops or mobile phones.
In standard class, the main changes include more comfortable seating, new carpets, leather antimacassars and extra luggage space. Two standard class carriages will have at-seat power sockets.
