High-speed rail link Eurostar has teamed up with illustrator and artist Noma Bar to launch a new campaign encouraging people to ditch the plane and the car in favour of the train for their cross-channel journeys.

Developed in collaboration with creative agency Adam&EveDDB, ‘Reasons to Eurostar’ will look to playfully demonstrate the ways in which Eurostar “goes further” to make European travel “a comfortable and enjoyable experience”.

Centred around out-of-home and print assets, the brand’s campaign will couple Bar’s “distinctive” illustration style with short, tongue-in-cheek copy such as: as “Time flies when you don’t”, “Get a speeding ticket”, “Carry on with your carry-ons”, or “Maybe 6am trains are too early”.

“We’re thrilled to team up with adam&eveDDB and Noma Bar on this eye-catching campaign that brings to life all the reasons to choose Eurostar”, Eurostar chief commercial officer, Francois Le Doze said.

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“And of course, it’s the greener choice too – our trains emit up to 20 times less CO₂ than planes. This campaign is all about reminding people that when you travel with Eurostar, the journey really is part of the joy.”

‘Reasons to Eurostar’ will launch today throughout the UK, France, Belgium and the Netherlands across digital out-of-home, radio and press, and will run through to 20 June. The campaign will include bespoke and contextually relevant headlines for each of the different markets. Media planning and buying was handled by Wavemaker.

Adam&Eve DDB creative director, Paula Hochberg added: “We had a lot of fun pushing the Eurostar tone of voice and pairing it with Noma’s smart visuals.

“Every headline’s a little twist on what makes train travel the better choice. It’s been great to add another chapter to our long-running partnership with Eurostar and keep finding fresh ways to tell their story.”