Eurostar uses Instagram 'tapestry' to show life onboard new e320 train

Eurostar has created an online Instagram 'tapestry' called @LaVieOnBoard comprising 200 still and animated image squares depicting life onboard its new e320 train as it travels from London to Paris.

Eurostar: La Vie On Board
Eurostar: La Vie On Board

Each of the squares uses a combination of still and animated images to tell stories, such as that of a couple falling in love and that of a group of senior citizens having a party onboard the train

The @LaVieOnBoard narrative promotes various aspects of the new train, including its free wi-fi and onboard entertainment, which offers travellers more than 300 hours of TV and film content. Embedded within the narrative are two-for-one ticket offers from non museum partners in London and Paris.

Instagramers including French fashion editor Adenorah, food ‘explorer’ Plus une miette and London-based photographer By Afrique were recruited for the campaign, inviting their followers to post travel selfies and tag them #eurostar. The best entries won trips to London and Paris.

AKQA has produced a 30-second video to promote @LaVieOnBoard:

Lionel Benbassat, Eurostar’s marketing director, said: "This Instagram horizontal canvas idea has immediately seduced us. It allows us to discover in a playful way all the features of our new trains, and it gives users a preview of their travelling experience from London to Paris."

Client: Lionel Benbassat, marketing director, Eurostar

Agency: AKQA

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Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).

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