Eurostar Ski Train Marketing
Laying down the facts to help folks make tracks to the Alps.
Ski train
Eurostar is the high-speed rail service that links the UK to France and Belgium via the Channel Tunnel. Despite intense competition Eurostar has the largest share of the rail and air travel market on its core routes.
Alps and away
Eurostar wanted to promote its new services to the French Alps and asked our good friends at Holler Digital to devise an online marketing campaign to launch, the Eurostar ski train.
Snow-how
Holler devised a campaign around a microsite that brought the excitement of a ski trip to the small screen. While they worked their usual visual magic, as on many other projects together, we weaved in written concepts and content.
Parallel lines
We developed the tone of voice, started a conversation with users as if they were on a train and provided them with an insight into the best the French Alps have to offer. Our recommendations were carefully researched and vetted by season-hardened skiers, reflecting the attention to detail of the brand and Eurostar’s knowledge of its customers.
Peak performance
The original site went live in November 2004, feedback indicated that it was the most popular Eurostar site at the time. The statistics speak for themselves, the load factor was 84% with every train in March 2005 being sold out. The mail shot, with copy crafted by UXB, generated a massive 34,000 bookings, with an unprecedented 41% click through rate. Overall visits to the site stood at over 150,000 unique users.