LONDON--Eurostar is expected to appoint an agency to handle a lucrative European PR brief aimed at boosting its sponsorship of the 2012 London Olympics.
The Holmes Report understands that the high-speed rail service invited a handful of agencies to pitch for the brief earlier this month, with a decision imminent.
As official international rail services provider, Eurostar is a tier three sponsor of next year’s Olympics, and is readying a six-figure PR budget to amplify its efforts. The rail operator has also acquired the relevant rights in France and Belgium, becoming a partner of the two countries’ Olympic committees.
A source involved in the review pointed out that the company is hoping to build awareness of its full rail network, which includes the ability to connect to other European destinations beyond Brussels and Paris. Eurostar is expecting to transport more than one million people to and from the games.
Eurostar representatives declined to comment.