Eurostar shifts marketing focus with campaign aimed at opening travellers’ minds

Eurostar is returning to TV for the first time in three years with a campaign that aims encourage a ‘travel state of mind’.

Eurostar is returning to TV for the first time in three years with a new campaign that aims to talk up the benefits of travel through a campaign called ‘Travel state of mind’.

The travel brand last aired a TV ad in March 2014 with its ‘Stories are waiting’ campaign, which focused on travel to Paris.

The latest ad follows a young traveller and his friends as they experience new things. Viewers are urged to pack small, live big and to open up their ‘travel state of mind’ by asking locals questions, not just relying on their phones. The comical ad urges travellers to bring back ‘more than just a tan’, with the ad’s protagonist taking and then losing a girl’s phone number.

The campaign, created by production company Somesuch, aims to show how a travel state of mind can come to anyone if they have the right mind set and are open to trying new things when travelling.

“We are hoping to inspire people to open up their ‘travel state of mind’ and remind them that when they embrace this attitude, the world is a more open, interesting and rewarding place,” says Guillemette Jacob, head of marketing and brand at Eurostar.

The campaign will be split into 60- and 30-second ads, that will be launched in the UK today (20 February) and France and Belgium in March. It will run on national TV, VoD, YouTube, Facebook and Eurostar’s own website.

On Facebook users will be able to create their own ‘travel state of mind’ on a new Facebook canvas, where they will be able to explore the brand’s photos, videos and travel tips for destinations.

The move comes as travel companies from hotel chains to tour operators look to promote the benefits of travel in the face of competition from the likes of Airbnb.