Predictions 2014: Eurostar's Lionel Benbassat on the 'exceptional every day' trend

Eurostar's Lionel Benbassat
Eurostar's Lionel Benbassat

Lionel Benbassat, director of marketing and brand, Eurostar reveals his predictions for 2014.

What will be the biggest challenge facing the marketing industry in 2014?

For me, the biggest challenge right now is media. We hear a lot about an "omnichannel" view of the customer based on "big data". The idea is that if we know everything about the customer and share that knowledge more widely across the business, our offer can be really personalised to their needs and wants.

How do we implement this in the business, and how do we devise a media strategy that takes it to our customers without being too intrusive and avoiding coming across as a "Big Brother" brand? Today, consumers are more mindful about giving away personal information, and using this data in the wrong way could be very damaging for a brand.

The big challenge for our brand this coming year will be ensuring we engage our audience through the right channel and using the right content.

Our approach with our latest campaign has been to leverage one creative idea across all media. This year, we need to make sure this creative idea continues to be relevant in each channel. The content we use across each different type of media needs to be complementary, but strong enough to live on its own - and, more importantly, relevant for our audience.

Do you expect your marketing budget to be maintained, increased or decreased throughout 2014?

Maintained. At least I should hope so - marketing remains a key driver of growth for a business and it is no exception at Eurostar.

With the media landscape constantly evolving, are there any particular winners or losers for your brand?

It's the really reactive media that I find most interesting, with Twitter being a perfect example. We use it as an amplifier for bigger multimedia campaigns. For example, in our "Stories are waiting" campaign, we put a Twitter call to action on our TV ad. The reactivity and spontaneity of social media offer fantastic opportunities for engagement and it could be some brands' sole channel.

What consumer trend will have the biggest impact on your sector in 2014?

The "exceptional every day" trend, where people want to be surprised during their day-to-day activity. The notion of little moments that put a smile on people's faces is at the heart of the service industry. So this is a great objective for us, and should help us bring the best of our service proposition to life in a very engaging way.


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


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
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer