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Eurostar celebrates 20 years of being #bettercloser

By Ishbel Macleod, PR and social media consultant

The Clearing


eurostar article

November 14, 2014 | 3 min read

Eurostar has launched a campaign to celebrate its 20th anniversary and mark two decades of cultural exchange between the UK and the continent.

Developed by The Clearing with media planning handled by Arena, the campaign looks to celebrate how people and culture are #bettercloser, based on responses provided by customers on what is better about being closer to London, Paris and Brussels.

These thoughts were then illustrated by artists Jean Jullien, Toni Halonen, Eili-Kaija Kuusniemi and Adrian Johnson.

Lionel Benbassat, head of marketing and brand at Eurostar, said: “Our 20th anniversary is a great occasion for us to celebrate the impact that Eurostar and its 145 million travellers have had over the past two decades. This campaign is about what our customers think, not us as a brand, and is the result of a simple question we asked to hundreds of customers: “What’s better about being closer?”

"Their answers form the basis for the creative of this campaign. In this case Eurostar is merely amplifying what our customers have told us, which is that we have brought people and culture closer together. That’s what Eurostar is about, inspiring real connections.”

The artwork is being displayed on lampposts and London taxis. Posters will also be unveiled in out of home, including Eurostar arrivals and departures lounges in London, Paris and Brussels.

A Metro newspaper wrap was also issued on Monday 10 November exclusively at Euston and Kings Cross St. Pancras.

Peter Dewar, director of brand language at The Clearing , said: “How does a business that’s grown to be one of the world’s most iconic travel brands celebrate its 20th anniversary without chest beating? Our concept - #bettercloser – amplifies how travellers feel about the impact of Eurostar on their lives, celebrating the cultural influences and quirks of behaviour that have been shared between the UK, France and Belgium. Whether it’s Londoners now feeling awkward about ordering steak well done, or Parisians dressing more colourfully, Eurostar has accelerated all sorts of cultural change, making the three countries feel closer than ever.”

The campaign also saw Eurostar unveil its new e320 train in St. Pancras International on Thursday 13 November, the eve of its anniversary.

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