Eurostar appoints Cedar as its content and media sales partner
24 July 2017
Eurostar has appointed Cedar to bring its destination content and media sales activities under one agency roof for the first time in the brand’s history. The account was awarded after a competitive pitch launched through Content Marketing Association’s CMA Advance programme.
The brief will see Eurostar and Cedar engaging customers with hundreds of pieces of inspiring video, editorial and photographic content every month across digital, print, social media and eCRM channels.
They will also introduce customers to a new-look Metropolitan magazine on board next year, reaching 833k passengers every month across 14 European destinations.
In addition, Cedar-operated Eurostar Media will generate revenues by offering carefully selected brand advertisers a single media solution. The media portfolio will reach affluent and influential passengers across digital, ambient and print media, through on-board entertainment, and also through product placement opportunities in the lounges.
The appointment is a major addition to Cedar’s travel content portfolio content, which has added six new international clients in the past year, while also winning three British Media Awards and nine International Content Marketing Awards.
Together, the new content and media approach will bring to life Eurostar’s new ‘Travel State of Mind’ brand strategy, inspiring customers by introducing intriguing destination ideas, extraordinary connections and fresh perspectives to their journey.
Guillemette Jacob, head of marketing at Eurostar, said, ‘Cedar really demonstrated a future-facing model for Eurostar’s content and media that will truly enhance the customer experience. It showed a great understanding of our vision to engage travellers in a consistent and meaningful way across all touchpoints, and we are extremely eager to start this journey with Cedar for the benefit of our passengers.’
Clare Broadbent, CEO of Cedar, said, ‘Eurostar is ready for a next-generation content and media sales approach, and we are absolutely delighted it chose us to partner with it on this journey. Together we will create a content and media portfolio that truly inspires a ‘Travel State of Mind’.’