TALK\
TBWA\LONDON launches Eurostar brand ad “About Now”
05\09\2005
TBWA\LONDON has created a national brand campaign for Eurostar, launching on 9th September. The 40” TV ad “About Now” aims to communicate that travelling by Eurostar brings out the best version of you. It’s the first brand campaign on TV since 2001 when Kylie was featured.
The ad aims to show that travelling by Eurostar doesn’t just take you from A to B, but is such a good experience it transports you to a frame of mind where you are the best version of yourself, and can enjoy both your journey and destination more as a result. This stands in stark contrast with the stressful and interrupted air travel alternative.
The ad shows a girl travelling from London to Paris on the Eurostar train. She enjoys her journey as she is not confined to any rules on the train. She can call, move around and relax on her way to Paris. Upon arrival she meets a relative and they go off exploring the city, enjoying the destination more because they have had a great journey. The voice over depicts the alternative way of travelling, by air - more time-consuming, rules-infested, confined way to get from A to B.
Over several years of communication, the rational benefits of travelling by Eurostar have been well established. People know that Eurostar takes you direct from city centre to city centre, is fast, competitively priced, and brand perceptions are consistently positive.
With major product changes just around the corner in 2007, Eurostar is looking to evolve its brand identity. The ad aims to give people an emotional benefit to travelling on Eurostar, one that resulted from and is in addition to the compelling rational motivations. This benefit was articulated in the notion that travelling with Eurostar allows you to be ‘the best version of yourself’ — that the journey experience is so good you enjoy your destination more as a result.
The new brand strategy for Eurostar is highly disruptive within the travel sector, which primarily communicates rational benefit messages. The new strategy broke in May in press and posters and achieved a record sales result since launch
Xxxx, marketing director of Eurostar says “xxxxxxxxxxxxxxxxx”
Graham Cappi, art director says “(the ad demonstrates) a blissed-out journey to Paris follows you around all day”
- ends - For further information please contact: Avril Canavan, avril.canavan@tbwa-london.com 020 7573 7113 / 07946416607 Credits Project — “About Now” Client — Greg Nugent, Head of Marketing, Eurostar Brief — demonstrate that traveling by Eurostar brings out the best version of you Creative Agency - TBWA\LONDON Writer — Tim Hearn Art Director — Graham Cappi Agency Producer — Sarah Philips Director — Joe Roman Account Management — Katrien De Bauw Agency Planner — Michael Davidson Media Agency — MGOMD Exposure — National Production House — Knucklehead Producer — Tim Katz Post Production — MPC Audio Post Production — 750 mph Editor and editing company — Dayn Williams and Piers Douglas, Cut and Run
- Author:
- Avril Canavan
- Tags:
- eurostar
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