Eurostar, the cross-channel rail operator, is to introduce its first pan-European brand positioning next month, with the strapline 'Opening the Way', in preparation for the London 2012 Olympic Games.
The campaign intends to position Eurostar as a brand that connects people across the continent.
The creative launches in October and is expected to concentrate on the rail operator's role in transporting visitors to the Games in London.
Pop star Jarvis Cocker is understood to be working on the creative alongside film director Michel Gondry.
The .
The brand is facing greater competition following European Union liberalisation of the high-speed rail route between London and the Continent.
Join a growing community of media, marketing and advertising professionals today
Read exclusive registrant only articles
Read more articles each month
Sign up for free specialised news bulletins
Register NowGet unprecedented new-business intelligence with access to ±±¾©Èü³µpk10’s new Advertising Intelligence Market Reports.
Find out moreGet unlimited access to ±±¾©Èü³µpk10’s premium content for your whole company with a corporate licence.
Upgrade accessGet the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.
Create an alert now
.jpg)
.jpg)