I know it might sound like a naive comment, but it’s so nice to see more and more extremely traditional businesses, such as postal and train services embracing online marketing. Yesterday I talked about The Royal Mail in the UK and TPG Post in The Netherlands, today I will point you to what Eurostar is doing in UK and SNFC is doing in France. Eurostar has just launched blog, “Voice of a city” in which it provides insider’s views of Paris, sharing tips on how to get the most out of La Villa Lumière. Actually the blog, created by Proximity London, has been online since September last year, but I only found it out today reading NMA. Anyway, it’s good to see that after six? seven? month, they still keep it very much updated- In a way this initiative reminds me of Virgin Atlantic’s travel guides delivered as podcasts.
Patrick pointed me to another Eurostar online campaign. This time it comes from France, where the train company has launched an “online casting” to promote its Business Premier service. A series of strange characters presents the main features of the new service, and if users believe they can do better, they’re invited to submit their own home-made videos. Fullsix is the agency behind this campaign.
Eurostar has started podcasting to its Brussels-London connection. “The London Tapes” are a mix of information on London presented by a popular Belgian radio presenter, Wim Oosterlinck. The podcast, which is available only in Dutch, is promoted on the Xperience website also presenting the “making-of” video. Hypervision is the agency behind the branded entertainment idea. [Thanks to Bert for the hint]
Eurostar is running an integrated marketing campaign in Belgium to promote its summer connection to London. The price for a two-way ticket it’s 69 Euros, so the advertising concept rotates around the 69 (sex) position. Outdoor advertising invites those who pass by to text an SMS and interact. Online ads are running to drive traffic to www.eurostar.com/londonXperience where a community game gives away tickets to London. A viral video is also part of the effort (too bad the “send to a friend” option is missing). The agencies behind this campaign are TBWA\Belgium and Hypervision for what concerns the interactive part. [Thanks to Bert Van Wassenhove for the hint]
Eurostar (the train line connecting Paris to London) wants to generate traffic to its website, so it has signed a deal with Tradedoubler to launch an affiliate marketing network. DM Bulletin reports that TradeDoubler affiliates will be paid a commission for every Eurostar sale transaction secured via their site. I’m not sure “Internet” traffic is the kind of traffic that will save Eurostar’s business.
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