TBWA and Manning Gottlieb OMD target London with Eurostar offer

Eurostar is targeting London and the South East in a £1 million print campaign supporting its promotional summer fares.

The bulk of the campaign will use four- and six-sheet posters, with additional executions designed specifically for bus-sides and lenticulars.

The media schedule, planned and bought through Manning Gottlieb OMD, focuses on public transport sites in the South-East corridor that have formed the basis of previous Eurostar campaigns.

The creative, through TBWA/London, focuses on the unsatisfactory surprises frequently arranged for loved ones, and contrasts these with the chance to wow someone with a cheap weekend away.

Posters include images of an ageing stripper, a drawing pin ready to be sat upon and a man with one eyebrow shaved off.

Lenticular sites will rotate to display the word "Boo as pedestrians pass by. The strapline, "If you're giving someone a surprise, make it a good one", runs across all outdoor and press executions.

The promotional fares, which include £50 day trips to Paris, are further backed by a radio campaign that rudely interrupts periods of silence.

"The campaign aims to encourage people to treat themselves or others to a day with a difference, Eurostar's head of UK marketing, Joanna Howard, said.

The ads were written by Simon Hardy, art directed by Steve Williams and photographed by David Stuart.

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1 Job description: Digital marketing executive

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).