JCDecaux Gets On Track With New Eurostar Campaign

JCDecaux is to promote Eurostar with a new outdoor advertising campaign that will form part of a wider pan-European push.

Seven special build 96-sheets have been converted to show a Eurostar train flying diagonally into the sky. There will also be a specially designed creative featuring the Champs Elysees and ten 48-sheet posters featuring the Eiffel Tower.

The outdoor ads will complement existing press and television campaigns and are specially targeted to reach the brand’s key audience, who are regularly out and about in the capital and are difficult to reach through indoor media.

Commenting on the initiative, Glyn Shadwell, account director at Manning Gottlieb OMD, said: “We have carefully selected a high impact target audience of business people. The incredibly high level of collaboration between Manning Gottlieb OMD, TBWA and Posterscope enabled us to push the creativity of the medium to new and unique heights.”

JCDecaux is also launching the first ever pan-European sonic street furniture campaign to promote British Airways. The initiative will build on the the existing ‘London is closer than you think theme’ with a range of special sights and sounds.

The campaign, which is part of a Europe-wide marketing drive, will see bus shelters in prime locations play snippets of traditional British tunes such as Land Of Hope and Glory, Rule Britannia and the chimes of Big Ben.

Earlier this month Maiden Outdoor launched a unique ambient advertising campaign at London’s Waterloo station to promote the opening of the new high-speed Eurostar line (see Maiden Uses Ambient To Promote Eurostar At Waterloo).

JCDecaux: 0207 298 8000 www.jcdecaux.co.uk

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