Eurostar has launched an advertising campaign to promote its year-round service direct to Lyon and the South of France to leisure travellers.
The campaign is now appearing across digital media and will be run on London underground and buses from March 2.
Services to Lyon, Avignon and Marseille start on May 1.
The campaign visuals are inspired from the ‘PLM posters’ (Paris-Lyon-Marseille) used in the 1920s and 30s, when the popularity of rail soared as the best way to travel across France.
Eurostar head of marketing and brand, Lionel Benbassat, said: "With this new campaign we want to inspire UK travellers to set off and enjoy all that our new destinations have to offer, the sun being a huge attraction and therefore a significant element of the creative.
"The visuals not only create a sense of excitement about the beautiful cities on our new route, but communicate the pleasure of travelling by train and being able to take in the landscapes of the region en-route."
Fares start from £89 return in Standard Class and £189 in Standard Premier, with up to five services a week, depending on the time of year.
