Eurostar launches new green initiative

Eurostar has launched an initiative to make train travel greener by cutting carbon dioxide emissions by 25 per cent per traveller by 2012.

The plans are backed with a trade campaign created by Hurrell and Dawson, which will introduce the line "tread lightly". It is expected that the press ads will run beyond the travel marketing press, and will appear in national newspapers and magazines.

The Eurostar marketing director, Greg Nugent, said: "A good green message for any business is becoming imperative. We've been working on this for 18 months."

Under the new plans, Euro-star aims to make all journeys carbon neutral by the time it makes a move to St Pancras in November. Other elements of the ten-point Tread Lightly initiative include cuts in the consumption of raw materials and greater recycling of waste.

Hurrell and Dawson won the Eurostar environmental brief in December last year, then the contract to promote St Pancras as the new home of the Channel Tunnel Rail Link. Fallon was appointed as the lead agency on the £10 million Eurostar account in March.