Eurostar hands pounds 15m work to TBWA London

Eurostar has awarded its pounds 15 million pan-European creative account to TBWA/London with a brief to han-dle a three-year relaunch programme.

Eurostar has awarded its pounds 15 million pan-European creative account to TBWA/London with a brief to han-dle a three-year relaunch programme.

TBWA and Eurostar have signed a deal that guarantees the agency a pounds 15 million budget each year for the next three years.

A substantial figure has been put aside for a three-part relaunch programme at Eurostar. The company aims to achieve a common look in its advertising for its three core markets: the UK, France and Belgium.

According to a UK spokesman, the relaunch programme will consist of three elements. The first stage will promote improved ticketing and customer service.

The second phase is the refurbishment of all train interiors and the three terminals at Waterloo, Brussels and Paris, and the third phase will promote cuts in journey times when the improved rail link opens in 2003.

Bertrand Guillon, commercial director of leisure markets, who led the pitch process, said: 'TBWA will join Eurostar as we embark on a three-year product relaunch programme, bringing the most significant enhancements to the service since its launch in 1994.'

TBWA pitched against Publicis, Lowe Lintas and the incumbent Rainey Kelly Campbell Roalfe/Y&R. Y&R held the account for six years.

The review was statutory but also followed a restructure at Eurostar, resulting in the creation of the Eurostar Group and a shift towards a more pan-European approach to the company's marketing.

After a futuristic launch campaign through Y&R in 1994, the UK account later moved to St Luke's, which produced a quirky campaign fronted by Antoine de Caunes and a philosophising Eric Cantona. Y&R was reinstated when the St Luke's contract expired. Since then, it has created a subtitled campaign starring two young women on a weekend break in Paris in one execution, with a second ad featuring a man and his sandwich-making machine.

Eurostar is also reviewing its pan-European direct marketing work - the account is currently held by Rapier. It will review its online strategy early next year.

Manning Gottlieb Media will still handle media planning and buying in the UK.