St Luke’s employs intimate style in new Eurostar work

Eurostar has created a press, poster and television campaign that highlights the differences between life in Britain and on the Continent.

Eurostar has created a press, poster and television campaign that

highlights the differences between life in Britain and on the

Continent.



The first of the television ads, devised by St Luke’s, broke on 20

September and a further two will air this weekend. Each carries the new

endline: ’As if by magic, Paris (or, in one instance, Brussels) has

arrived.’



’Cafe’, which breaks this weekend, focuses on British people’s struggle

with foreign languages. A glamorous young woman is seen ordering in a

Brussels restaurant using a carefully prepared French phrase. When the

waiter comes back at her with a question she obviously doesn’t

understand, the woman just nods politely. The waiter then returns with

an enormous plate of food and it is revealed that he was explaining that

the dish was for four people.



’Eurostar’s image was rather cold and lacking in personality,’ Jo

Trapnell, head of communications at Eurostar, said, ’so the accent is on

creating a warm, inspirational image and showing how wonderful Paris and

Brussels are as places to visit.’



The new endline was introduced earlier this month in a teaser poster

campaign.



The commercials were written and art directed by Tim Hearn and Kate

Stanners and directed by Mehdi Norow-zian through Joy Films. Media was

bought by Manning Gottlieb Media with a total spend of pounds 3.3

million until the end of 1998.