Eurostar · Metropolitan magazine · 2022–2023
Editorial content production
Content coordination and strategy for Metropolitan, the magazine from Eurostar, with a creative agency: promoting core destinations across markets and channels to boost engagement with business travellers.
3
issues produced: winter, spring and summer
55.5%
open rate among active travellers in the Netherlands
3%
average click-through rate
5.9%
click-through rate in the Netherlands, the top market
The challenge
Give Eurostar's B2B partners more visibility, and interview businesses in Eurostar destinations to promote them through the cities.
Audience: business travellers.
My role
I led content coordination and strategy with the creative agency, and distributed each issue across markets and channels: digital, CRM, mobile and social. Before every go-live, I reviewed all pages myself in every language.
In every issue
- B2B promotions
- Eurostar staff and products
- Inspirational Eurostar destinations
Click-through rate by market
Average across markets: 3%.
Open rates
What I learned
Open rates were strong, but clicks lagged in the UK. Unless there is a specific B2B content, offer or angle, business travellers will keep responding less than B2C audiences.
The issues
Pick one up: each cover opens the full issue online.
