Eurostar encourages people to share Parisian experiences in major brand push

Eurostar is encouraging travellers to share their experiences of Paris and London as it looks to inspire connections between the two cities in its first major brand push since the Olympics.

The campaign, called "Maybe" and created by AMV BBDO, launches on 20 October during Downton Abbey on ITV.

Two destination-specific creatives will air in the UK, France and Belgium, taking the audience on a journey showcasing the quirky and fun aspects of Paris and London, ending on the line: "Stories are waiting."

The ad created for the UK has a French voice over, which starts with: "Maybe you go here…" as the film travels along streets, inside bookshops, bars, restaurants, past the Eiffel Tower, people eating snails and frog’s legs, a building plastered in graffiti, following a possible love story and onto a Eurostar carriage.

The French ad mirrors the quirkiness of London in equal measure, showing the city in the rain, people drinking tea, travelling on the tube, policemen, jellied eels, women out drinking, and again follows a possible love story.

Lionel Benbassat, director of marketing and brand at Eurostar, said the campaign is aimed at the "Eurostar generation"; the people who "live between each destination," and its business and leisure traveller audience.

He said: "Paris and London are two of the most loved cities in the world and through this campaign we want to remind people about the amazing experiences people can have when they travel to these vibrant cities."

The campaign is supported by major digital work in which consumers are encouraged to upload and share pictures from their own journeys to London and Paris at Eurostar.com, while social media activity encourages people to engage with the campaign by using the hashtag #wheninparis or #wheninlondon.

Interactive online videos will link to the sites and establishments featured in the ads, while media agency Arena has worked with a variety of bloggers to kick start the digital activity of people sharing their own pictures, videos and experiences.

A range of images will be selected from consumers’ own trips to London and Paris and incorporated into a final edit of the campaign, due to air in December.    

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