Eurostar plots mag to boost customer loyalty

Eurostar has launched a monthly magazine
Eurostar has launched a monthly magazine

LONDON - Eurostar is to launch a monthly magazine in the wake of a series of damaging high-profile train break­downs that took place around the Christmas period.

The title is part of the operator's strategy to repair its tarnished reputation, publicise its green credentials and build customer loyalty as it faces possible competition in the cross-Channel rail market.

The magazine, which has yet to be named, will be published in three languages. It will include travel features on destinations across the Eurostar network along with a mixture of general interest, news and lifestyle articles.

It will also highlight products for sale on board Euro-star trains. Initially this will refer only to food and drink items but eventually may include ‘duty free' products such as perfumes, cosmetics and jewellery, which have provided a lucrative revenue stream for airlines.

Eurostar has appointed contract publishers Ink Publishing to produce the magazine. The first issue will be distributed on all of the operator's trains in May.

This marks a return to marketing activity for the brand, after its promotions were put on hold following the PR disaster it suffered in the run-up to the busy festive period, when the severe weather conditions halted trains and left passengers stranded.

Eurostar was criticised for the way it handled the crisis; in particular, its lack of customer communication. It reacted to negative press coverage with a statement saying that, while conditions were uncomfortable and distressing, passengers had never been in any danger. Last week, the findings of an independent review, conducted with the backing of the British and French governments, stated that contingency plans for helping stranded passengers were ‘insufficient'.

The train operator is set to pay out about £10m in compensation to those affected.

Eurostar hopes the magazine will refocus attention on its environmental credentials. It will feature the brand's ‘Tread Lightly' campaign, which includes a commitment to reduce CO2 emissions by 35% per passenger by 2012.

Nick Mercer, commercial director of Eurostar, said that Ink's commitment to minimising the environmental impact of the magazine was key to the appointment.

The title will have a substantial potential readership. According to its latest figures, Eurostar carried 9.2m passengers in 2009. However, it faces competition from other operators that are preparing to enter the market.


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


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
Mumsnet admits users' emails and passwords accessed via Heartbleed bug backs 'rubbish' mobile app with TV ad
Powerade launches global World Cup campaign
Subway considers taking fast food to fast lane with F1 sponsorship
Burberry's flagship Shanghai store facade responds to weather changes
Ikea splurges 'grey' Belgium with colour