Eurotunnel Le Shuttle: Eurotunnel Le Shuttle: Engineering success

This case study details how Eurotunnel sucessfully overhauled the marketing of its Le Shuttle service. The new strategy developed a segmentation to identify the most valuable customer groups, and then communicated to those audiences separately and appropriately. Over the five years covered by this case, the integration of this segmentation across communications actvities led to a 20.8 per cent increase in cars carried through the Tunnel. It is estimated that the advertising delivered a cumulative profit of 258.7m over five years, and the overall net profit return was estimated at 11.40 for every 1 invested.