Eurostar targets business travellers with ad push

The TV, outdoor, digital and CRM push, created by Fallon, coincides with the launch of its new ‘Standard Premier’ class.

Featuring the tagline "Let your mind explore" – which mimics the "Exploring is beautiful" strapline used in Eurostar’s recent consumer-focused campaign – the activity seeks to reinforce the benefits of travelling business class on Eurostar.

In the ads, viewers are shown an ‘at-seat point of view’ of three prominent business people, including Linked-In co-founder , editor of ‘Wired’ magazine David Rowan, and business author Nassim Nicholas Taleb. Each will feature in TV idents on the Sky News and Bloomberg TV channels.

The campaign comes as the number of business travellers using Eurostar begins to grow, following a collapse in numbers during the credit crunch in 2008.

Emma Harris, sales and marketing director at Eurostar, 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."

She added: "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."

Media planning and buying for the campaign is by Vizeum, with digital activity created by Rapp.

This article was first published on marketingmagazine.co.uk