Eurostar has announced it is to launch its first pan-European advertising campaign next month with a London 2012 theme. The advertisements will be shown in the UK, France and Belgium from 1 October with the strapline ‘Opening the Way’. The ads will focus on Eurostar’s role in carrying passengers to the Olympics and will include appearances from Jarvis Cocker, French film director Michel Gondry and Belgian popstar Arno Hintjens. “This new advertising campaign represents a change of direction for Eurostar. In the past our brand has been positioned differently in our different markets, but going forward our brand personality will be consistent wherever our customers interact with us,” said Emma Harris, sales and marketing director for Eurostar.