Mass marketers may have eschewed tie-ins with controversial Sony Pictures' release "The Da Vinci Code," but the religious thriller will be the basis for a novel promotion for London-to-Paris rail
service Eurostar. "There is a fantastic brand synergy between the destinations in 'The Da Vinci Code' and our specialty," Catherine Sharp, communications manager for Eurostar, North America, tells
Brandweek, adding, "Nobody else has the degree of specialty knowledge and the dominance in that travel market that we do." That synergy apparently has less to do with the religious mysteries
that make up the story line of the Ron Howard film, as much as it does with the exotic European locales, which tie in perfectly with the rail service's marketing campaign, and the fact that it has
especially low awareness among American consumers.
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