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
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
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
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
‘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
‘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