TBWA/London develops Eurostar campaign

TBWA/London has developed an outdoor advertising campaign for Eurostar, to promote the cross-Channel rail service’s cheap return fares and short breaks for the summer. The posters are sited at major train stations across London and the South-east, on buses and on the London Underground. The Eurostar campaign, which includes press, radio and on-line advertising, is destination-led and features some of the continental flavour passengers can expect to find in Paris, Brussels, Lille or Calais. The key fare being promoted is the &£59 return which Eurostar head of marketing Joanna Howard says is ‘certainly much more easily available than the advertised fares of the so called “low-cost airlines” operating on the same routes’. This week Eurostar unveiled its Philippe Starck-designed concepts for carriage interiors, which are to be rolled out on trains next year.

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