MEDIA PACK 2018 - Eurostar
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MEDIA MEDIA PACK 2018
We exclusively sell Eurostar’s media
EUROSTAR MEDIA assets and provide advertisers with
a unique way to engage with their
affluent audience.
We can connect your brand before,
during and post-travel via a combination
of dynamic digital channels, high visibility
digital poster advertising, experiential
and sampling opportunities at the
terminal plus onboard via Eurostar’s
new Wi-Fi and entertainment platform
and the luxurious Metropolitan magazine.
Our ability to combine these media
assets and create bespoke multimedia
deals targeting a highly affluent and
engaged audience sets us apart from
other media owners.
EUROSTAR
Two decades ago, Eurostar changed Since 1994 more than 150 million
the way people travel from the UK to passengers have used Eurostar.
Paris and Brussels forever.
More than 10.3 million passengers
Today, with a simple change in Paris, travelled on Eurostar in 2017 for
Brussels or Lille, passengers can connect business and leisure.
to more than 100 European destinations,
including the Netherlands, Switzerland A fleet of new, Wi-Fi enabled trains
and Germany as well as dozens of vibrant is being introduced.
and unforgettable cities across France
and Belgium.
CUSTOMER TRAFFIC AMSTERDAM
ROTTERDAM
LONDON DÜSSELDORF
EBBSFLEET BRUGES ANTWERP COLOGNE
100
ASHFORD GHENT
BRUSSELS AACHEN
BONN
CALAIS Liège
Namur
Charleroi FRANKFURT
LILLE
European destinations can Rouen
Reims Metz
be connected to Caen
Champagne-Ardenne
Chalons-en- STRASBOURG
Nancy
PARIS Troyes Champagne MUNICH
Brest
160M
Mulhouse
MARNE-LA-VALLEE
(DISNEYLAND© PARIS)
Rennes Laval Belfort
Quimper
Vannes Le Mans Basel
Lorient Orléans DIJON Besançon Zurich
ANGERS Tours
St-Pierre-des-Corps Bern
Dole
NANTES
Chalons-
passengers have used sur-Saône Lausanne
GENEVA
Eurostar since 1994 POITIERS
Le Creusot
Annecy
La Rochelle
BOURG-ST-MAURICE
Limoges Clermont-Ferrand LYON
10.3M
AIME-LA-PLAGNE
Angoulême MOÛTIERS
-SAUNS-BRIDES-LES BAINS
Chambéry
Grenoble
Libourne Valence
BORDEAUX
AVIGNON
travelled on Eurostar in 2017 Agen
Nîmes
Nice
Aix-En-Provence
Montpellier Cannes
Biarritz Toulouse
St Raphaël
Agde
MARSEILLE Toulon
Pau
Lourdes
Perpignan
Eurostar
Continental high speed lines
Non high speed lines
Eurostar seasonal routes
Channel tunnel
CUSTOMER JOURNEY
At home St Pancras International On board Post travel
Eurostar.com Digital screen network Metropolitan Post-travel emails
at departures
Pre-travel emails On-board entertainment Eurostar.com
Charging bar
Email confirmation Pre-roll OBE – digital display Loyalty newsletter
Digital screen network
Print at home tickets at arrivals Passenger information screens
Loyalty newsletter Digital screen network
in Business Premier
EUROSTAR PASSENGERS
Eurostar passengers are high-frequency holidaymakers
84% 2M
29%
are classified as such
vs of Eurostar passengers recommend passengers travelled in premium
17% of the UK population and 15% of air passengers travelling with Eurostar carriages in 2017
72% 74% 55%
27%
of Eurostar passengers are self-employed
vs passengers who are AB more likely than other affluent Britons of passengers have a
7% of the UK population and 10% of air passengers to work as a Chairman/CEO/COO university degree or higher
Sources: Eurostar, Mintel, GB TGI Q4 2015
AVERAGE ANNUAL HOUSEHOLD INCOME
£74,006 £66,928 £31,000
Business passenger Leisure passenger UK population average
66% 45%
40% Male
60% Male
PASSENGERS
travelling for
business 34% travelling
for leisure 55%
Female Female
Sources: Eurostar, Mintel, GB TGI Q4 2015
AT HOME
AT HOME
Retargeting
How does it work?
We are constantly collecting quality first-party data
on Eurostar travellers. This allows us to build specific
target audiences based on your needs. Then, via our
Publisher Trading Desk, we target Eurostar users
elsewhere on the web to ensure greater relevancy
and increased performance.
Targeting opportunities by:
HNWI
C-suite/BDM
Frequent travellers
Business travellers
Families
Millennials
Home owners
In-market car buyers
Imminent travellers
Destination
Departure date
Optimised in real time to reach agreed
client performance goals and KPIs
MEDIA
AT HOME Pre-travel emails Sent to confirmed passengers 30, 14 and 3 days before their travel date, these emails help to build anticipation and excitement about the journey They provide important check-list information to ensure the journey is relaxed and enjoyable They also provide destination content, tips on hotels, insurance and other useful information 200,000 pre-travel emails are sent each month with an open rate of 51% and a CTR of 19%.
AT HOME E-mail confirmation Every Eurostar passenger receives an email confirming their booking An exclusive ad unit for 1 commercial partner guarantees standout Reaches passengers at a critical part of the booking path An average of 400,000 emails are sent out each month Targeting opportunities by language, by route and by cabin An open rate of 98% demonstrates how important this document is
AT HOME Loyalty newsletter Members of the loyalty rewards program, Club Eurostar, receive a monthly newsletter 300,000 newsletters are sent each month to these frequent travellers with a number of compelling offers Opportunity for 1 commercial partner to become part of this opted-in newsletter There are 4 membership tiers and you can tailor your creative and offer for each tier The email is translated into 3 languages The partner offer can be presented as an image and text tile or as an image creative tile and both are fully clickable to an external URL
AT HOME The most important travel document
after your passport, this is viewed
an average of five times per trip
There are more than 415,000 monthly
documents printed offering more than
two million potential views
Print @ home tickets It is guaranteed to be retained until One ad unit per boarding pass for
a passenger boards the train commercial partners guarantees
More than 50% of Eurostar passengers stand-out and exclusivity
print their tickets at home Segmentation opportunities by
In 2016, more than five million of these language (English, French & Flemish)
documents were printed and therefore
viewed approximately 25 million timesAT THE STATION
.
AT THE STATION
Digital screen network
in SPI departures
St Pancras International is Eurostar’s main hub
and 98% of passengers use the station
An upgraded network of 30 x 50inch HD
screens was installed in early 2018
Positioned next to live travel updates the
screens offer 100% viewability
An average of 483,000 passengers use the
departure area every month
An average dwell time of 40 minutes
Our digital screens are live feed enabled and
have compatibility with Live Poster
We offer flexibility and scheduled targeting
There are a total of 6 advertising spots
Total loop length is a set 3 minute playlist
Each client will receive a total of 30 seconds
per 3 minute loop and can provide 5/10/15/30
second creatives.
AT THE STATION
Digital screen network
in SPI arrivals
St Pancras International is Eurostar’s main hub and
98% of passengers use the station
4 x 70inch totem screens are placed strategically at
the end of the travellators as arriving passengers
enter the hall
An upgrade is being made to the arrivals network in
June 2018 which will see an additional 4 x 70inch
totems introduced
These 4 news screens will double the impact that the
network has as they are positioned where the
passengers turn around after entering the hall and
approach security
An average of 483,000 passengers use the
departure area every month
Our digital screens are live feed enabled and have
compatibility with Live Poster
We offer flexibility and scheduled targeting
There are a total of 3 advertising spots
Total advertising loop length is a set 180
seconds playlist
Each client will receive a total of 30 seconds
per 90 second loop and can provide 5/10/15/30
second creativesAT THE STATION It allows leisure passengers to consume content or
business passengers to continue working
With 24 stools available, the 17 meter bar is always
Connecting bar extremely busy prior to a train departure
The entire bar can be wrapped in a sponsor’s creative
A hugely popular area in the departures and delivers real engagement
Contextual advertising around technology, destinations
area, this space offers passengers and other sectors is really effective and any creative has
the invaluable opportunity to charge fantastic stand-out.
their devicesAT THE STATION
Arrival print wall
There is an arrivals print wall that consists An average of 483,000 passengers go through the
arrivals hall each month
of five adjoining panels. It enables an
They can be used to complement a campaign that is
advertiser to introduce a really strong running on the digital screen network in arrivals
creative to target the Eurostar passengers
one last time before leaving the station.ON BOARD
ON BOARD Entertainment Opportunities include: Wi-Fi sponsorship Pre-roll 30 second commercials Banner ads on content pages Native content Eurostar has rolled out a fleet of stunning new trains, E320s, which offer passengers free on-board entertainment on their own devices Accessed via the onboard server, there is content to suit everyone, as passengers can access movies, TV series, documentaries, news, magazines, interactive maps, weather, games, kids zone and onboard practical information. The pre-roll ads have an average of 25,000 unique visitors whilst the banner on the homepage totals 155,000 unique visitors per month with an average campaign CTR of 0.36% Branded campaign opportunities are available which would allow you to engage with your audience in a more subtle and informative way, with content of up to 30 minutes. This is true native content.
ON BOARD Passenger information screens On the entire E320 fleet, plus the refurbished E300 fleet, every carriage has six passenger information screens (PIS) There are 1,708 screens across the network 19in screens are presented in pairs and hang from the carriage ceiling They are used to provide key train information and operate on a set loop – on the London-Paris route this ad would be seen 18 times throughout the entire train A 15-second ad creative can be inserted into this loop - only two ads per loop This is a really compelling way of extending a digital screen campaign that is being presented in St Pancras, or could be used to complement a Wi-Fi sponsorship Option to target by route
ON BOARD Metropolitan magazine Opportunities include: Advertising pages Advertorials Creative solutions Metropolitan is a lifestyle magazine designed for Eurostar’s cosmopolitan travellers Distributed in seat-backs across all Eurostar trains as well as in the business lounges, it has a potential monthly readership of 410,000 Published in both French and English, Metropolitan aims to inspire a true connection with places and people Its readers describe Metropolitan as being ‘modern, classy and timeless’ and 27% rate it as outstanding. 62% of passengers have read Metropolitan magazine Source: Eurostar
BACK HOME
BACK HOME Post-travel emails 210,000 emails are sent to Eurostar passengers three days after they return from their trip. They contain inspirational articles for a future trip, gift vouchers and an invitation to share travel pictures on social media. These emails have a 40% open rate and a 10% click through rate. This is a great opportunity to interact with passengers who are still in a holiday frame of mind and link your advertising message to our inspirational travel content.
We offer the opportunity to run multi-channel
campaigns to target key events such as:
Taste of London Paris Fashion Week
June 2018 September/October 2018
and February/March 2019
Wimbledon
July 2018 Six Nations Rugby
February/March 2019
Tour de France
July 2018 The French Open
and Wimbledon
The Ryder Cup May/June/July 2019
REACH OUR PASSENGERS
September 2018
THROUGHOUT THEIR
London Fashion Week TRAVEL JOURNEY WITH
September 2018 and February 2019
ONE TOUCH POINT:
ake advantage of Eurostar’s own sales
T EUROSTAR MEDIA
focuses on ski-ing, Easter, Christmas etcRATE CARD AND DEADLINES
Rate card and deadlines effective until 31 March 2018*
PLATFORM RATE C ARD DEADLINE
Retargeting £50 CPM 1 week prior to live campaign
Pre-travel emails (av. 200,000 / month) £75 CPM 2 weeks prior to live campaign
Print at home tickets (100,000 Fr vs. 325,000 UK) see below 2 weeks prior to live campaign
E-mail confirmation (av. 400,000 / month) £12,000 3 weeks prior to live campaign
Loyalty email (av. 300,000/month) £15,000 2 weeks prior to live campaign
Digital Screen network in London St Pancras. Entire network £54,600 per month 2 weeks prior to live campaign
Digital Screen network in London St Pancras. Departures only £36,050 per month 2 weeks prior to live campaign
Digital Screen network in London St Pancras. Arrivals only £28,000 per month 2 weeks prior to live campaign
Sponsorship of Connecting Bar at London St Pancras £22,000 per month plus up to £2,450 production costs 1 month prior to campaign
Banner ads on entertainment system (av. impressions 240,000 / month) £20 CPM 2 weeks prior to live campaign
Pre-roll videos (av. impressions/month 35,000) £100 CPC 2 weeks prior to live campaign
Native content POA 4 weeks prior to live campaign
Metropolitan – ROM page £14,060 2 months prior to publication
Passenger information screens - takeover £25,500 2 weeks prior to live campaign
Arrival print wall £8,500 per month plus production of £2,050 2 weeks prior to live campaign
Post-travel emails (av. 80,000/month) £75 CPM 2 weeks prior to live campaign
PRINT AT HOME TIERS
Up to 50,000 £200 CPM 2 weeks prior to live campaign
50,001 - 99,999 £150 CPM 2 weeks prior to live campaign
100,000 - 199,999 £100 CPM 2 weeks prior to live campaign
200,000 + £50 CPM 2 weeks prior to live campaignCONTACT
Charlie Said
Sales Director
+44 207 550 8070
charlie.said@cedarcom.co.uk
Christelle Hill
Deputy Sales Director
+44 207 550 8034
christelle.hill@cedarcom.co.uk
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