Eurostar has launched a new advertising campaign to promote its year-round service direct to Lyon and the South of France.
Targeting the leisure market, the creative focuses on the warmth and sunshine of the popular French destinations of Lyon, Avignon and Marseille which will all be within easy reach of London thanks to the new Eurostar service starting on May 1st.
The campaign will appear across digital media as well as London underground and buses from March 2nd.
Celebrating the variety of landscapes that can be enjoyed with train travel to the South of France, four different visuals have been developed for the UK campaign by French agency ‘Gabriel’.
The visuals take inspiration from the ‘PLM posters’ (Paris-Lyon-Marseille) used in the 1920s and 30s, when the popularity of rail soared as the best way to travel across France.
Each image used in the UK campaign has been selected to highlight the glamour of Eurostar’s new range of French destinations, with artwork produced by Blex Bolex.
The French illustrator also created imagery for children’s book ‘L’Imagier Des Gens’, awarded the Most Beautiful Book of 2008 at the Leipzig Book Fair.
The new Eurostar route offers a seamless journey from the heart of London or Ashford to the centre of Lyon, Avignon and Marseille.
Lionel Benbassat, head of marketing and brand, Eurostar, said: “With this new campaign we want to inspire UK travellers to set off and enjoy all that our new destinations have to offer, the sun being a huge attraction and therefore a significant element of the creative.
“The visuals not only create a sense of excitement about the beautiful cities on our new route, but communicate the pleasure of travelling by train and being able to take in the landscapes of the region en route.”
Activity in France will focus on Lyon, highlighting London as a new destination by train.
An outdoor campaign will feature a building wrap in Lyon’s ‘Place Bellecour’ from March 2nd, and a train wrap of the Lyon airport shuttle among classic formats from the March 17th – 25th.