Eurostar launches its first ad campaign under AMV BBDO
4 Sep 2012
Eurostar, the high-speed passenger service linking London and mainland Europe has launched its first advertising campaign from newly appointed pan-European creative agency, AMV BBDO.
The UK focused campaign, which plays on the cultural exchange between the UK, France and Belgium, launches an attractive price promotion with return journeys form London to Paris or Brussels starting at just £59 return – a saving of £10 on Eurostar’s regular lead-in fare.
From cricket to the Little Black Dress, the new campaign highlights things that are considered to be iconically British but which actually originated in France or Belgium. The four creatives, which inspire passengers to ‘Bring something interesting back’ from their trip, include; the city taxi which was invented in Paris in 1640; cricket which was first played in Belgium in 1533; the bra which was created in Paris in 1889 and the Little Black Dress that was first seen in Paris in 1926.
Planned by Arena Media, the campaign will launch via Tubecar Panels and 48 sheets across Overground railway stations, followed by crosstrack projections, designed to reach the target audience during their daily commute. It will feature across national press, online and outdoor formats from the 3rd to the 16th September.
Lionel Benbassat, Director of Marketing and Brand for Eurostar, comments: “This campaign is about inspiring our passengers to take a new look at all that our destinations have to offer. By playing on the heritage of iconic inventions which connect France, Belgium and the UK, we are inviting our customers to explore further with us and bring something interesting back from their trip.”
Mark Fairbanks, Creative Partner of AMV BBDO, said; “A journey on Eurostar isn’t just about moving from point A to point B. It’s a chance to connect with the rich tapestry of history, culture and invention that Europe uniquely offers and, hopefully, be inspired by it. This campaign is our first step in telling that story."
The £59 price promotion runs from the 4th to the 15th September for travel between the 18th September and the 19th December 2012.
AMV BBDO were appointed as Eurostar’s lead creative agency in February this year, in partnership with CLM BBDO who take responsibility for activation in France and Belgium.
*The £59 return fare can be booked from the 4th to the 15th September for travel between the 18th September and the 19th December 2012. Bookings for travel between 26th October - 5th November 2012 cannot be made.
For more information please contact:
Eurostar Press Office
t: 00 44 (0) 20 7843 5500
1. Eurostar is the high-speed train service linking St Pancras International, Ebbsfleet International, Ashford International, Paris, Brussels, Lille, Calais, Disneyland® Paris, Avignon and the French Alps.
2. Eurostar was established in 1994 as a partnership between three railway companies: SNCF, SNCB and LCR (London and Continental Railways). On 1 September 2010, Eurostar became a single, unified corporate entity owned by three shareholders: SNCF, SNCB and LCR.
3. The current Eurostar train was first introduced into service in 1994 carrying 750 passengers and operating at speeds of up to 300kph. Since then, the fleet of 28 trains has carried more than 100 million passengers between London and the Continent. Following their refurbishment these trains will continue to form a core part of the Eurostar fleet. The new Eurostar e320 will carry more than 900 passengers at speeds of up to 320kph.
4. Eurostar is a founder member of Railteam, a partnership between Europe’s leading high-speed train operators that is developing simpler ways to book and travel on the fast-expanding European high-speed rail network.
5. Eurostar and Eurotunnel are entirely separate companies. Eurostar operates high-speed passenger trains, while Eurotunnel operates vehicle shuttle services and the Channel Tunnel itself. Eurostar is Eurotunnel’s biggest customer.