Eurostar rides on Da Vinci theme
Eurostar is leading an international campaign to boost tourism to London, Paris and Edinburgh on the back of the release of blockbuster movie, The Da Vinci Code.
The short-haul carrier is working with tourism officials in England, France and Scotland to capitalise on the success of the film adaptation of Dan Brown’s book - a book which has already been credited with increasing tourism to locations featured in the plot.
The multi-million dollar partnership, with Columbia Pictures, will see Eurostar promote the film worldwide through a series of marketing and promotional initiatives, especially in the US, France, Belgium and the UK, including TV, online and in-terminal exposure. Eurostar will work with VisitBritain, VisitLondon, VisitScotland, as well as Maison de la France, to encourage tourists to take their own Da Vinci Code trail and follow in the footsteps of the book’s hero Robert Langdon, played by Tom Hanks in the film.
Paul Charles, Director of Communications, Eurostar, said: “The Da Vinci Code has had a major impact on the numbers choosing to travel with Eurostar to London and Paris and so it makes sense for us to be at the heart of the film release of 2006. An increasing number of travellers are on The Da Vinci Code trail in the UK and France and the book is one of the most common items in our lost property office.”
Charles added: “London and Paris will again be the hottest tourist destinations in 2006 and, via our partnership with Columbia Pictures, Eurostar travellers new and old will be able to live the excitement of the movie in very innovative ways.”