Eurostar has doubled its direct sales from the Chinese market, after running its first campaign on the social media site Sina Weibo.
Sina Weibo is a Chinese microblogging website described as a hybrid of Twitter and Facebook, it’s one of the most popular websites in China.
The campaign competition attracted over 50 million viewers. Participants submitted a short video of their favourite spot in Paris or London, and the Chinese public voted for their favourite. The winners received a luxury Eurostar trip.
Eurostar’s head of sales, Darren Williams, said: “The Weibo competition has been a great opportunity to build brand awareness with Chinese consumers. It has helped to drive growth in direct sales, with a rise in the number of individuals choosing to plan their own trip, an increasing trend within the market.
“We look forward to welcoming more travellers from the Chinese market on board Eurostar this coming year.”