Say it with a picture

Eurostar has taken a daring approach in its divere way of reaching out to its multinational clientele. The rail way company between London-Brussels and Paris, acknowledged soon the need to segment its diverse target groups. To promote its destinations, the Eurostar marketing department, has played greatly on already existing perceptions of the cultures present in these destinations. Simultanously, Eurostar meanings, such as fast travel and convenience,were encoded into the ads.

For the overseas costumers, a more general ad was used to present the destinations. Instead of focusing on only one event or product, the ad presented a panaroma of selected touristic experiences. This way, a target group that were less familiar with, (or sometimes not at all familiar with), the european culture got a wider picture what Euro destinations had to offer. The rail track in the middle encoded the meaning of being able to comfortably bringing costumers between paris and london.

The belgian ads, hoping to promote the Eurostar to london, focused on specific events.


Ads displayed in France used stereotyped messages to get attention.