Eurostar focuses TV activity on Ebbsfleet

Eurostar has outlined a two-pronged marketing strategy for 2008 following the launch of its High Speed 1 rail link and its relocation to London's St Pancras.

During the first six months of the year, the company will focus on promoting its Ebbsfleet International station, which is located on the second section of the high-speed rail link, in Kent.

Eurostar is launching TV ads on 1 February to position Ebbsfleet as a gateway to the Continent. The work has been created by Fallon, which was appointed as the lead agency on Eurostar's £10m account last March. It highlights the fact that the station reduces train journey times between London, Paris and Brussels by 20 minutes.

The second part of Eurostar's marketing plan will involve initiatives similar to its 2006 tie-up with Columbia Pictures' The Da Vinci Code

Created by Space, and targeting consumers in England, France, Belgium, the US, Australia and New Zealand, the campaign used a code-breaking theme to promote Eurostar's core destinations in Europe.

'Eurostar is not a traditional travel advertiser,' said Eurostar marketing director Greg Nugent. 'We are going to launch some highly creative concepts this year.'

Nugent added that Eurostar will double its digital advertising spend this year.


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