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.

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  1. Olivia Hood 20 Feb 2017

    After a 3 year break from television advertising, Eurostar has come back with a very unique and creative commercial that aims at inspiring young travelers to develop a “travel state of mind”. The ad shows a young guy and his friends traveling through Europe and along the way there are little pieces of advice to help the viewer understand what a “travel state of mind” really is. The steps include packing light, asking locals for directions rather than looking at a phone, “lunch longer”, encouraging travelers to “bring back more than just a tan”, remembering to look up and appreciate your surroundings and finally, saying yes to all the opportunities that come your way. As someone who studied abroad over the summer, I personally think if I had seen a commercial like this before leaving the country for the first time, I definitely would have appreciated a lot more of the experiences I was having. I think one of the most positive things about this commercial is that they add in some humor and kind of show that while it is not all going to be glamorous and you might still run into problems, it is important to still appreciate the experience you’re having in a new place. Using the AIDA model to look at this ad, it really captures the audiences attention by starting off very fast paced with an image of train tracks moving rapidly and a voice saying “the journey begins. The destination: A Travel State of Mind”. This keeps the viewers interested because they want to know what he is talking about and they are able to keep the viewers interested for the duration of the ad by giving travel advice. The desire of this commercial comes from most peoples’ interests in traveling and seeing new places. Finally, although there is not a distinct call to action, the final clip shows the Eurostar logo, which would likely make someone interested in traveling look into the company more. However, the article talks about how the ads, which are being run on TV, VoD, Facebook, Eurostar’s website and YouTube, have interactive components on the company’s Facebook page, which would get users involved.

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