Eurostar pushes Lille’s allure
Eurostar is encouraging consumers to consider short breaks in Lille, France with an experiential and online campaign.
The online ads have the strapline “London to Lille in just 100 minutes” while the word-of-mouth activity focuses on encouraging shoppers and people in cafés to embrace some French joie-de-vivre.
The campaign has been devised by Space and Glue London.
The experiential campaign sees “authentically French” girls approaching people leaving cafés, shops and restaurants across London. Individuals will receive a leaflet detailing the attractions of Lille and also promotes an on-line competition to win a holiday in the city.
The campaign will be targeting 25-44-year-olds looking for a quick weekend break and will highlight that travelling time to most UK destinations is longer than it is to France.
The online media has been tactically selected by Diffiniti and targets users looking online for maps and train journeys to weekend destinations 100 minutes from London.
Vicki Anstey, Eurostar advertising and media manager, said: “This is a tongue-in-cheek way of evoking the whole French experience. Nobody expects a French frisson on the streets of London, so suddenly bringing a little bit of Lille to Londoners reminds them of how easily the reality can be reached.”
