Eurostar secures Da Vinci Code tie-in

by Staff, Marketing 11-Jan-06

LONDON - Eurostar has sealed its biggest brand partnership by tying up with blockbuster movie 'The Da Vinci Code', based on the bestselling novel, which is to be released this summer.

The cross-Channel train operator, which does not feature in the book, will use the film to attract a greater share of international tourists in the UK to its service. It has partnered with tourist bodies including Visit Britain, Visit London and Visit Scotland to exploit the tie-up.

Eurostar is investing several million pounds in the partnership, devised by head of marketing Greg Nugent. Promotion will include TV, outdoor, online and in-terminal.

Eurostar is using several agencies for the work, including TBWA, Space, Stream, Vizeum and Paris agency leg. The campaign will run from June to August.

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