Eurotunnel is investing in a PR campaign to promote its year-old car-
carrying train service Le Shuttle as an ‘exciting and enjoyable’ way to
cross the Channel.
The company has signed up Millbank PR to run the pounds 80,000-fee
consumer and trade programme after a two-way pitch against travel
specialist Affinity Consulting.
Eurotunnel used Millbank PR last year on a short-term programme to
improve relations with travel agents and the travel trade press after
the launch of Le Shuttle was delayed.
‘We had a number of widely reported teething troubles this time last
year,’ said Eurotunnel’s group communications director Dominic Fry.
‘Now we have been established as the undisputed market leader we need to
spread awareness and understanding.’
He added that awareness of Le Shuttle among travel agents and the public
was now ‘extremely good’ but the company was keen to communicate its
benefits to various user groups, who have been clearly classified for
For business travellers, who make up 30 per cent of Le Shuttle fares,
the agency plans to emphasise the speed of the 35 minute journey. It
will also target tourists, promoting the service as a hassle-free method
of travelling for families with small children and emphasising the duty
free bargains available.