Eurail Group GIE: Marketing Rail Travel in Europe

To understand the nuances of promoting a service to an international audience

Eurail was incorporated in 2001 to promote travel on the networks of its constituent national railways. The case describes the various products introduced by Eurail and its predecessor the Eurail Community. It also discusses the marketing, distribution, and promotion activities of Eurail. The case ends with a brief discussion on the growth of Eurail over the years and its future prospects.  

Issues:

» To understand the nuances of promoting a service to an international audience

» To discuss the benefits of adopting a pan-national, consortium approach to promoting a service

» To assess the marketing activities undertaken

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