And to underscore it's comfortable nature, illustrator Noma Bar designed an out-of-home and print campaign. Why travel by plane or car when you could choose Eurostar? The train service operates through the Channel Tunnel, permitting direct travel between London and Paris, Brussels and Amsterdam.

The campaign "Reasons to Eurostar" by adam&eveDDB demonstrates how Eurostar goes further to make European travel an enjoyable experience. “And of course, it’s the greener choice too — our trains emit up to 20 times less CO than planes," noted Francois Le Doze, Eurostar chief commercial officer.

The graphics — the use of negative space — results in striking visuals. Bar's work has appeared in Time Out London, BBC and The Economist, as well as solo exhibitions. 

Taglines include: “Time flies when you don’t,” “Get a speeding ticket,” “Carry on with your carry-ons” or “Maybe 6 a.m. trains are too early” that promote the ease of train travel without added luggage fees.

"Reasons to Eurostar" runs in the U.K., France, Belgium and the Netherlands across digital OOH, radio and print through June 20.

The campaign launches with four illustrations. More visuals will be added later in the year, along with relevant media buys on trains. The work will also be featured on routes to airports via train stations and car service stations.

Paula Hochberg, creative director, adam&eveDDB, 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.”

The agency's work includes Iams, Twix and Puma.