Euroshtar target the Dutch market in their latest TV ads

In order to target Dutch market, Eurostar has gone back to where it all began in their latest TV ad campaign.

Head of marketing Lionel Benbassat says “Eurostar is not a brand that is known [in The Netherlands]. We still need to educate and go back to basics to say travelling by train is a far better experience than plane”.

The push into The Netherlands has seen it adopt a tongue-in-cheek positioning with a series of 10-second spots that highlight the bug bears of passengers travelling by air, such as switching off electronic devices or turbulence, to highlight the convenience of travelling by train.

“It worked pretty well in our core markets so we are going back to what we were doing 15 years ago because this is where the Dutch market is,” Benbassat said.

So what do you think?

I'm not sure if they are well done or quite annoying but either way, if they sell more tickets it doesn't really matter!

This story first appeared in The Drum