A £1.4m integrated campaign will include press, direct mail, events and online activity. It will feature animated character Mr Jetset, who points out disadvantages of air travel such as lengthy queues and the ban on use of mobile phones. The company hopes the campaign will change the perception of Eurostar as a leisure-oriented service.
The campaign, which breaks on 12 September, coincides with the release of refurbished rolling stock and follows last year's introduction of the 10-minute check-in procedure for full-fare business travellers.
The company insists the ads will run in spite of recent industrial action by staff at Eurostar terminals in England and the threat of further action by the Rail, Maritime and Transport union.
The ads will again use the strapline 'Fly Eurostar'. This was the basis of a major campaign that ended in July and encouraged leisure travellers to view the service as a comfortable alternative to flying.
Eurostar commands a 66% share of London-to-Paris travel and 57% of London-to-Brussels, though these figures do not include ferry passengers.
It is aiming for shares of 80% and 60% respectively by 2008.
The first half of 2004 saw Eurostar increase its passenger numbers by 19% year on year to 3.4m.
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