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.