The process step is a consequence of the strategic decision to introduce Eurostar brand personality consistent across its various markets as the business prepares for the arrival of direct competition in the rail. Before that, Eurostar in September 2010 completed the transformation of its business in an unincorporated business jointly with a single entity, a unified corporate. As such, Eurostar no longer just a three-market company with ambitious growth plans and an increasingly international perspective, the operator requires a list of agencies that can run current brand strategy in its entire communications global brand.
Organizations interested in participating in the bidding process should consult the Official Journal of the European Union (OJEU), which publishes the invitation to tender.
Eurostar will select a short list of agencies to participate in the bidding process based on initial responses to a questionnaire pre-qualification, and has set a deadline for these responses from 07 October. The formal release schedule will be communicated at any time thereafter and the final appointment is expected from February 2012.
Earlier this year, as part of this process, strategic, Eurostar unveiled a new visual identity was designed to reflect the evolution of their business. More recently, the operator announced the launch of its first pan-European advertising campaign will air in late September, reflecting the new personality, consistent brand.
Agencies Eurostar holder has been notified of the launch process and been invited to participate.
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