Jarvis Cocker helps boost Eurostar passenger numbers

Jarvis Cocker: Pulp singer helped boost Eurostar's figures with surreal ad campaign
Jarvis Cocker: Pulp singer helped boost Eurostar's figures with surreal ad campaign

A surreal ad campaign featuring Jarvis Cocker has helped Eurostar post a 6% rise in annual sales to £803m, with passenger numbers up 2% to 9.7 million year on year.

In 2010, Iceland's Eyjafjallajökull volcano erupted, grounding flights all over Europe and giving Eurostar an unexpected boost, thanks to extra services.

Stripping out the boost from the ash cloud in 2010, sales for the year to 31 December 2011 rose 10% compared to the baseline figure, with a net profit of £20.8m.

It was the first time Eurostar has reported results as a single company. It was previously an association of three companies – British-based Eurostar and the national railways of France and Belgium working together.

Pulp singer Jarvis Cocker featured in the surreal Trainstorming ad by Leg which broke in October last year. It featured Cocker with French film director Michel Gondry and Belgian popstar Arno Hintjens discussing what the opening of the 2012 Olympic Games might look like.

In the fourth quarter, Eurostar "leisure" passenger numbers rose 4%, faster than the trend for the whole year, which was up 2% to 9.7 million journeys.

However, business journeys dropped 5% in the fourth quarter and 3% over the year, which the company blamed on the deteriorating economy and the Eurozone debt crisis.

Nicolas Petrovic, chief executive for Eurostar, said: "Over the last year we have invested in upgrading our service and product, and this has resulted in strong growth in sales revenues and passenger numbers. Having completed our first financial year as a standalone business and delivered a strong performance, we are now well positioned to build on this momentum."

Non-EU passenger numbers rose by 20% and now account for 9% of overall traffic. Most non-EU passengers came from the US, Latin America and south-east Asia.

A new fleet of trains will start to come into service in the autumn, designed by the Italian design house Pininfarina, and will feature revamped on-board entertainment.

Petrovic said: "As we look to the year ahead, the combination of the London 2012 Olympic Games and the Queen's Diamond Jubilee, will make the capital one of the 'hottest' destinations in the world this year."

Lionel Benbasset took over as Eurostar's top marketer in January.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message