Eurostar launches its drive for more summer travellers this weekend
with its sponsorship of Channel 4’s coverage of the Tour de France. The
push is backed by a pounds 2 million press, TV and radio campaign by St
The TV commercials, entitled ’summer of love’, feature three couples at
different stages of their relationship on a Eurostar train. The viewer
is introduced to the couples in three separate 30-second ads, which are
each followed two weeks later by a ten-second epilogue telling us what
One story focuses on a husband who is a worrier, but - despite himself -
has an enjoyable day shopping in Brussels with his wife. Another
passenger, Gavin, finally admits to his partner that he has a roving eye
and the pair end up fighting over custody of the cat.
The most romantic outcome, however, is for a young couple, who agree to
marry during their daytrip to Paris.
The commercials were created by Andy Lockley and James Gillham and
directed by John McFarlane through Great Guns. Media planning and buying
is through Manning Gottlieb Media.
MGM also struck the pounds 180,000 Tour de France sponsorship deal with
Channel 4, for which St Luke’s has also prepared 20 sponsorship bumpers.
The series is based on the film, Il Postino, in which an Italian postman
makes a tape of the sounds of Sicily for a friend.
In the Tour de France films, a man is shown recording the sounds of
France - including a moped in Paris, lunch in Lyons (he gulps down an
oyster while pressing his microphone to his throat) and ’Madame
Bertillon’s bicycle’ creaking across a flat landscape.
In a more esoteric execution, viewers are also treated to the sound of
brie melting. At the end of each, the words ’Tour France with Eurostar’
change to ’Tour de France, sponsored by Eurostar’.
The bumpers were created by Suzanne Hails and Alistair Campbell and
directed by Clive Richards of Syndicate.