The brief will include all of Eurostar's on- and offline loyalty communications across Europe, e-commerce, pan-European online marketing and ECRM programmes specific to the UK.
The planned consolidation marks a shift in strategy for the rail service, which has previously worked with Proximity as its lead direct marketing agency, while using other below-the-line shops on an ad hoc basis. Proximity will repitch for the business.
Digital agencies in individual territories, including glue London in the UK, will not be affected.
Eurostar hopes to appoint a single agency to handle the entire brief, but is also considering appointing a small roster of shops.
Louise Holah, the e-commerce, commercial and CRM manager at Eurostar, said: "We feel it is the right time to find an agency to support and drive this growth area forward in a truly integrated fashion."
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