Abstract

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.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Understand the nuances of promoting a service to an international audience
• Discuss the benefits of adopting a pan-national, consortium approach to promoting a service
• and Assess the marketing activities undertake.

Keywords

Eurailpass, International marketing of services, Tourism marketing, Rail passes on European trains, Eurail Group GIE, Rail travel in Europe, Consortia approach to marketing, Eurail, Marketing consortiums