Eurostar Reignites Joy of Leaving Last Minute with Cheeky Campaign
In the age of social media, every trip can be planned out to the finest detail: the restaurants and their menus, the must-see exhibitions, the most beautiful sunsets. Sometimes it’s even possible to “travel” before you’ve actually set off. But what’s left then for the unexpected? For surprises? For adventure?
With the reopening of the direct Amsterdam to London route, Eurostar saw the perfect opportunity to rekindle the joy of spontaneous travel and to put serendipity back into the spotlight.
How could the brand celebrate such a milestone while inspiring people to embrace the thrill of leaving at the last minute?
The answer came naturally: Eurostar Snap, the service that allows travellers to book affordable last-minute tickets, because nothing quite compares to the excitement of a trip taken on impulse.
Together with DDB Paris, Eurostar launched ‘Unexpected Tickets’, a targeted and playful campaign designed to put spontaneity back at the heart of travel.
The idea was simple yet playful: everyday objects turned into last-minute Eurostar tickets, giving anyone who stumbled upon them the chance to travel within the next few days to the destination each object hinted at. Imagine heading to Amsterdam after renting a bike, dashing off to London just by ordering fish and chips, or setting out for Paris thanks to a perfectly baked baguette.
These ‘Unexpected Tickets’ were placed in various shops and restaurants across Amsterdam, London, and Paris, waiting to be discovered by chance. In total, around 10 lucky people secretly filmed, found the tickets in June 2025 and immediately set off to enjoy the specialties of their surprise destination: from a rock music fan exploring Camden Town, to a cheese lover in Amsterdam, to a baguette enthusiast in Paris.
The campaign stars influencers such as Evie Clark and Julie Ferret.
The campaign was amplified with creators from each country, who also left unexpectedly after stumbling upon their own ‘Unexpected Tickets’.
