The ultimately successful agency or group of agencies may also assume responsibility for Eurostar’s international and emerging markets.
The pitch process is a consequence of Eurostar’s strategic decision to introduce a more consistent brand personality across all of its different markets as the business prepares for the advent of direct, on-rail competition. In advance of this, Eurostar completed in September 2010 the transformation of its business from an unincorporated joint venture to a single, unified corporate entity. As such, Eurostar is no longer solely a three market business and with ambitious growth plans and an increasingly international outlook, the operator requires a roster of agencies which can execute the current brand strategy across all of its global, brand communications.
Agencies interested in participating in the tender process should consult the Official Journal of the European Union (OJEU) where the call for competition will be published by Wednesday 14th September. Eurostar will select a short-list of agencies to take part in the tender process based upon initial responses to a pre-qualification questionnaire, and has set a deadline for these responses of 7th October. The formal pitch timetable will be communicated sometime thereafter and the final appointment is anticipated from February 2012.
Earlier this year, as part of this same, strategic process, Eurostar unveiled a new visual identity, itself designed to reflect the evolution of its business. More recently the operator announced the launch of its first pan-European advertising campaign set to air at the end of September, again reflecting this new, consistent brand personality.
Eurostar’s incumbent agencies have been notified about the pitch process and have been invited to participate.
Also in Europe today, City.Mobi is celebrating the success of its new guide to London.
City.Mobi offers the most comprehensive mobile travel guides available, with over 800 cities in 200 countries listed. Each is developed by the City.Mobi team to combine into a single global travel directory.
London.Mobi is the latest in this illustrious line up, offering click to call functionality – which means no scribbling down telephone numbers.
Most entries are also linked to websites where users can quickly access more detailed information if needed.
Other key features include information on accommodation, restaurants, attractions, entertainment, nightlife, shopping, and transport.
City.Mobi guides include user reviews and traveller utilities such as a translation guide, currency converter, news and local weather guide.