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.
In France, SNFC, the national railway company, has put online four fairly funny (viral) videos to promote its night trains Corail. The idea is to invite people to reach their holiday destination traveling by train so that they get there more relaxed ready to fully enjoy the vacations. [news via Culture Buzz]
A couple of months ago, we talked about TGV, the ultra fast French train, promoting itself with an online marketing effort. Now Le Journal du Net (in French) provides us with some campaign’s insights. The initiative (creative by TBWA Interactive) featured an online film (which was watched one million times) and a dedicated web site Cestunchoix.com (which received over 460.000 unique visitors). Banners click-through was 4.44% and about 47.500 visitors arrived on the site thanks to email marketing. Conversion rates were also positive, with 3.37% passengers purchasing their TGV ticket after visiting the site.
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