By Ishbel Macleod, PR and social media consultant

October 18, 2013 | 3 min read

Eurostar is set to launch a new TV campaign on Sunday 20 October showcasing the quirky, vibrant and humorous sides of Paris and London.

Created by AMV BBDO and Arena, the ‘Maybe’ campaign features two separate adverts, one of which focuses on Paris, which will air in the UK, and one that focuses on London for the French and Belgian markets.

“Paris and London are two of the most loved cities in the world, and through this campaign we want to remind people about the amazing experiences people can have when they travel to these vibrant cities,” Lionel Benbassat, director of marketing and brand at Eurostar, said. “Travel opens up a world of possibilities through meeting people, discovering places and sharing new experiences, and we hope that these adverts will inspire people to book their next trip and bring back amazing stories."

From tomorrow, Eurostar will ask its passengers to share stories and pictures from Paris and London via its social media channels for the chance to feature within a re-edit of the adverts, which will appear towards the end of the year.

30”, 60” and 90” versions of the Paris ‘Maybe’ advert will run from Sunday 20 October for six weeks across national TV and online media in the UK. The London version of the advert will launch on TV on the 21 October in Belgium and on the 23 October in French cinemas.

Ian Pearman, CEO at AMV BBDO commented: “Eurostar as a brand is in a class of its own and deserves the best creative work. With this ‘Maybe’ campaign we are aiming to build an even stronger, more unified emotional connection between travellers and the brand. AMV BBDO are delighted to be part of this next chapter in the Eurostar story.”

The ‘Maybe’ campaign will be amplified through Eurostar’s own advertising platforms, social media channels, customer emails and on board customer magazine, Metropolitan.

Beatrice Boue, managing partner at Arena, commented: “This was a really rich and integrated campaign born out of true consumer insight and it was key that the media worked hand in hand with the arresting creative. The blend of media channels was important – as well as TV, cinema and interactive ads on VOD platforms, we’ve developed a social stream and have worked alongside bloggers to ensure the campaign is supported by authentic Paris moments, allowing people to see the city through many people’s eyes.”

The social media activation will be run by AMV in the UK and CLM BBDO in France and Belgium.

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