NEWS: St Luke’s nets Eurostar task

St Luke’s has scooped a pounds 6 million assignment to plant Eurostar firmly in the minds of the British public, following the brand’s takeover by London and Continental Railways.

St Luke’s has scooped a pounds 6 million assignment to plant Eurostar

firmly in the minds of the British public, following the brand’s

takeover by London and Continental Railways.



The move shoulders aside the incumbent, Young and Rubicam, which was

hired by Eurostar in 1994 in conjunction with the French and Belgian

railway networks.



Since Y&R was appointed, Eurostar has been privatised into the hands of

LCR, which has now chosen St Luke’s to handle an additional budget of

pounds 6 million, which the company has allocated to invigorate the

brand.



Y&R’s contract runs out at the end of 1995. Its futuristic advertising

has proved controversial and St Luke’s looks likely to pick up the

operation’s entire business - worth some pounds 10 million - if Y&R’s

tenure ends.



Eurostar’s entire pounds 10 million media business was awarded to

Manning Gottlieb Media (Campaign, 8 March), which already handles some

accounts for the Virgin group, one of the LCR consortium’s members.



Mark Furlong, marketing director of Eurostar, said the pitches, in which

St Luke’s competed with Bates Dorland, GGT and Y&R, were a close-run

thing.



‘Overall, we felt that St Luke’s had grasped the strategic objectives

that we had in a relatively simple but clear way. It’s come up with an

effective campaign in both the business and leisure sectors,’ he said.



St Luke’s marketing director, David Abraham, explained the aim would be

to make the idea of taking short trips to Paris or Bruges appealing to

travellers.



‘There’s an opportunity to make the idea of popping over to Paris a

popular pastime and to let people know that you could be in France in

half the time it takes to get stuck on the M40,’ he said.



‘There’s quite a lot of explaining to do. Expect the work to be much

more accessible than the previous weirdie beardie commercials.’



Client of the week, p16



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