From awareness to occupancy: How Eurostar drives growth with Ekimetrics’ MMM
Following its merger with Thalys, Eurostar faced two key objectives: to reinforce brand awareness and optimize train occupancy during off-peak periods. Leveraging our Marketing Mix Modeling, the company transformed its media spend into sustainable performance drivers.
What we did
Challenge
After the Thalys merger, Eurostar needed to unify its brand and manage its media investments in a post-Covid, post-Brexit market to:
- Build brand awareness across new leisure and business destinations
- Fill trains during off-peak periods to sustain growth
- Unify heterogeneous data sources to enable a consistent global performance view
Our approach
We deployed an MMM approach tailored to this evolving context, supporting Eurostar’s brand transformation:
- Reconfiguring models to integrate Covid, the merger, and the Paris 2024 Olympics
- Aligning marketing teams and the media agency on One.Vision to create a shared reference framework and collaborative simulations for media planning
- Integrating revenue management variables to assess the real impact of pricing and media activations
- Balancing short-term performance with long-term brand building
Outcome
By embedding MMM and One.Vision at the core of its strategy, Eurostar transformed media governance and maximized effectiveness with:
- Strengthened brand awareness across its European network
- Higher train occupancy even during off-peak periods through digital optimization
- 2025 media plans co-designed directly on the One.Vision platform
Outcome: A robust MMM framework enabling Eurostar to navigate trade-offs between short-term performance and long-term brand equity.
