Eurostar to launch first pan-European campaign
Eurostar will launch its first pan-European advertising campaign on October 1 ahead of the London Olympics.
The London 2012-focused advertisements will mark the first time that Eurostar has shown the same TV ad in the UK, France and Belgian.
The campaign, created by Paris-based agency Leg, will focus on the role the train operator will play in carrying thousands of Olympic fans from the Continent to London to see the 2012 Games.
British musician Jarvis Cocker, the French film director Michel Gondry and the Belgian popstar Arno Hintjens all appear in the ad sharing their creative ideas.
Eurostar sales and marketing director Emma Harris said: “This new advertising campaign represents a change of direction for Eurostar. In the past our brand has been positioned differently in our different markets, but going forward our brand personality will be consistent wherever our customers interact with us.
“Eurostar has always connected people, cultures and places and our new strapline ‘Opening the Way’ has been designed to underscore this. People now think nothing of shopping in Paris for the day or lunching in Lille as they see Europe as closer than ever before."
The operator is hoping fans from across Europe, including Germany and the Netherlands, will travel to the Games by train.
By Linsey McNeill
Linsey McNeill
Editor Linsey McNeill has been writing about travel for more than three decades. Bylines include The Times, Telegraph, Observer, Guardian and Which? plus the South China Morning Post. She also shares insider tips on thetraveljournalist.co.uk
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