Subject Index
 

Eurostar wanted to convince die-hard business flyers from Brussels to London to take the train. It based its campaign on the fact that this group often attach a certain status to flying, and aimed to ...

The new Mr JetSet campaign for Eurostar in 2004-05 aimed to build on the success of the 2003 relaunch. The campaign's objective was to encourage business travellers, for whom the habit of flying to Pa ...

This campaign for Eurostar sought to increase its share of business travel to Paris or Brussels from the UK. A hard core of business travellers continued to disregard the superior comfort, convenience ...

This novel case study demonstrates how communication capitalised on Eurostar’s 20-minute reduction in journey time to reposition the brand. For six years after it launched in 1994 Eurostar enjoyed gro ...

In November 1994, Eurostar was launched as a high-speed passenger service linking London to Brussels and Paris via the Channel Tunnel. The association between Eurotunnel, the company which owns the tu ...