Eurotunnel to stage pitch for consumer PR

Eurotunnel is to stage a pitch for consumer PR support to help

consolidate its position as market leader in channel crossings and in

the face of fresh competition from low-cost airlines.



The company said this week it was interested in hearing from agencies

with lifestyle or travel expertise that can devise broadly-targeted

campaigns.



Media relations manager Kevin Charles said: 'We have had the initial

operations stage, we are now market leader and are consolidating that

position. We want to expand what we do in the consumer sector,

communicating the Eurotunnel messages of speed and ease of travel.'



Charles said an agency with some knowledge of French culture would be

'ideal' as the campaign would involve 'creating reasons for people to

travel'.



'This is about lifestyle rather than just travel. It is about selling

the French way of life, the cuisine for example, and saying that there

is more to France than cross-channel shopping. We are looking for an

agency to run a mass market campaign,' he explained.



'Initially we thought we wanted a agency specialising in travel PR, but

then we realised that there was an important message about French

lifestyle and culture to be communicated,'Charles added.



The company already uses Maidstone-based agency Edwards Harvey

Associates for campaigns to generate day-tripper traffic, and Citigate

Dewe Rogerson on financial PR. The former agency is expected to pitch

for the latest brief.



The successful agency will report to Charles, who heads an in-house UK

team of four.



Eurotunnel carries 2.6 million cars and 75,000 coaches a year on the

35-minute journey through the tunnel, which opened in 1994.



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