Eurostar has doubled its direct sales from the Chinese market following the launch of its first promotional campaign on social media site, Sina Weibo.
The rail operator, which connects London with continental Europe, said it has now attracted more than 50 million views to the Weibo campaign, which invited Chinese tourists to submit a short film of their favourite places in Paris or London.
“The Weibo competition has been a great opportunity to build brand awareness with Chinese consumers” said Darren Williams, Eurostar’s head of sales.
“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.”