Eurostar has made a dramatic U-turn in its advertising arrangements by
signing up Young and Rubicam to continue working on its creative account
throughout next year.
Y&R will work alongside St Luke’s, which handles the bulk of the pounds
13 million Eurostar account, including the high-profile branding
campaign aimed at business travellers, which features the French-born
Manchester United footballer, Eric Cantona.
Adam Dixon-Smith, the advertising manager at London and Continental
Railways, the owner of Eurostar, confirmed: ‘We have agreed to continue
our relationship with Y&R and have extended our contract to that
Dixon-Smith added that the exact budget and nature of the business to be
assigned to Y&R had yet to be decided.
In April, St Luke’s won pounds 7 million of Eurostar creative
assignments from Y&R (Campaign, 19 April), following the takeover of
Eurostar by the Virgin-backed consortium, LCR.
Since then, Y&R has continued to work for Eurostar on destination
advertising in the press and on posters, using the tagline, ‘Europe’s
just got closer’. Y&R’s continuing work on the account is expected to
focus on similar tasks.
The latest executions from Y&R feature inhabitants of destinations that
feature on the Eurostar timetable, enticing customers to come to their
towns. From Amsterdam, a boy extols the merits of his bike hire shop,
while from Brussels, a waiter recommends ‘the land of beer’, where there
are 400 varieties on sale.
Toby Hoare, the chief executive of Y&R, said: ‘We are very pleased that
we will continue to be involved in building the brand, especially in
such an important year for Eurostar.’
From 1 January, Manning Gottlieb Media will take over Eurostar’s entire
media account, adding the pounds 6 million worth of media business,
under contract with Y&R media, to the pounds 7 million work it won in