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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