Eurostar, the high-speed passenger service that links the UK and the Continent, has launching a business campaign focusing on its Premier classes.
Created by Fallon, with media planning and buying by Vizeum and digital elements by Rapp, the campaign reinforces the benefits of travelling business on Eurostar.
Using the tagline ‘Let Your Mind Explore’, its launch coincides with the first day operation of Eurostar’s new ‘Standard Premier’ class.
Along with ‘Standard Premier’, the campaign focuses on the train operator’s existing ‘Business Premier’ class, and will feature a mix of outdoor, online, TV sponsorship and CRM activity.
It kicks off with a series of TV idents which “top and tail” various news bulletins on Sky News and Bloomberg television channels, and will run for the next 3 months.
The creative for the entire campaign is from the “at seat” point-of-view of three prominent business travellers.
The entrepreneurs featured are:
Co-Founder of business social networking site Linked-In, Reid Hoffman,
Journalist and broadcaster and editor of monthly science and technology glossy magazine ‘Wired’, David Rowan,
Epistemologist and author of best selling business theory book ‘The Black Swan’, Nassim Nicholas Taleb.
Explaining the concept, Katrien DeBauw, Group Account Director at Fallon said: “In each execution we see the Eurostar business travel environment through the eyes of a modern entrepreneurial pioneer. Each first-person perspective shows how the traveller’s thoughts wander and we gain an insight into their individual creativity.
“The simple message is, of course, that Eurostar’s Business Premier and Standard Premier classes give business travellers the space and comfort to explore their thoughts.”
Explaining the focus of the campaign, Director of Sales and Marketing, Emma Harris said:
“While our business traveller figures are on the increase, many of our key corporate and independent clients continue to be in the position of having to make tough decisions about their choice of travel class.
“The aim of this campaign is to highlight to them, that with our Business Premier and Standard Premier offering, Eurostar has two tailored options for everyone who needs the space and comfort to facilitate real freedom of thought and maximum productivity.”