Eurostar is launching its first TV advertising campaign since its Kylie Minogue-fronted campaign of four years ago. The work, from TBWA\London, continues the direct assault on its airline competitors that the previous "Fly Eurostar" strategy used, showing that travelling by train is more comfortable and relaxing than going by plane. In the spot, a voiceover talks viewers through the tedious process of plane travel but at the same time a woman is shown taking the Eurostar to Paris. She is able to make a phone call and walk around the train, and when she arrives she is shown exploring the city and enjoying the destination more because she had a good journey. The voice over depicts the alternative way of traveling, by air as: "A more time-consuming, rules-infested, confined way to get from A to B."