Telegraph Launches Cartoon Campaign To Promote Eurostar
The Daily Telegraph has secured Eurostar to launch an innovative advertising campaign to promote its faster business service using the paper’s Alex cartoon strip.
The campaign, which begins later this month, is designed to encourage business travellers to France and Belgium to switch to Eurostar.
Peattie & Taylor will produce a series of bespoke cartoons, forming the content of adverts, which will appear in the business section of The Daily Telegraph from Tuesday to Saturday, in addition to the regular Alex cartoon strip.
Playing on the strip’s distinctive observation of modern business life, each advert will take a humorous look at business travel, showing Alex and friends enjoying the benefits and city-centre to city-centre convenience of Eurostar’s business service and comparing this with the strains of air travel.
Commenting on the campaign, Chris White-Smith, group sales director at the Telegraph Group, said: “The team is constantly striving to provide creative, individual solutions to client briefs. Using the Alex cartoon strip in this way is a first for the Group and I’m really excited by the results for Eurostar.”
Joanna Howard, UK marketing manager for Eurostar, added: “Eurostar is proud to be the first brand to work with the Telegraph and Alex in this way. Alex and his readers appreciate the finer things in life, so Eurostar is his natural first choice for journeys from London to Paris or Brussels.”
The Telegraph Group’s commercial department will back up the promotion with a post-research campaign to monitor awareness of the activity among its readers. The research will measure the shifts in awareness of the new faster train times as a result of the promotion.
The deal was brokered by Nick Russell, strategic planner at the Telegraph Group, Jon Gittings, director at Manning Gottlieb OMD and Catherine Sharp, campaign manager at Eurostar.
The Daily Telegraph recently unveiled the next phase of its ‘read a best-seller everyday’ campaign with an extensive outdoor advertising promotion (see Telegraph Unveils Next Stage Of Best-Seller Campaign).
Telegraph Group: 020 7538 5000 www.telegraph.co.uk
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