The Eurostar Group, formed from last year’s merger of Eurostar and Thalys, is launching a major rebrand, with a new website, new app and a new loyalty scheme to boot, through a new ad campaign, which will be live across its European destinations from next week.
The company, whose ambition is to carry 30 million passengers a year by 2030, has launched a joint loyalty programme for MyThalysWorld and Club Eurostar members, dubbed Club Eurostar.
The programme, with over 2.5 million members, is claimed to take the benefits of the previous programmes even further and is designed to be generous, allowing members to earn points more quickly.
Eurostar’s rebrand features a star inspired by the North Star, the original train service linking Paris, Brussels and Amsterdam, and which pays homage to the first Eurostar logo. The train operator insists an animated graphic, the Spark, “acts as a compass and embodies the brand’s ambitions”.
The new campaign slogan Together we go further underlines the customer promise Eurostar stands for; to take them even further, thanks to its expanded network across five countries.
The campaign, created by Adam & Eve DDB and DDB Paris, which were appointed in March, aims to establish the markers of the new Eurostar’s promise: new travel opportunities, an eclectic Europe within reach of the train, the choice of a sustainable journey and a unique, premium travel experience.
In a 60-second spot created in collaboration with Riff Raff and The Mill, two women meet on board Eurostar and find themselves transported into the world of travel opportunities across five cities.
By mixing live action and animation, Eurostar invites its customers to imagine their own travel experience. The Spark, a 6-pronged 3D spark, is used throughout the campaign to establish the link between the real and imaginary worlds of travel, as well as the link between Eurostar and its customers.
The ad will be launched on TV and in cinemas from October 16 in the five countries of the Eurostar network: France, Belgium, the Netherlands, the UK and Germany.
The TV activity is being supported by out of home and digital advertising. Ten local artists from the cities served by Eurostar were commissioned for the various visuals bringing each destination to life.
Eurostar chief executive Gwendoline Cazenave said: “Today, with our teams and for our customers, we are writing a new page in the history of high-speed rail travel in Europe. With Eurostar, our customers will have Europe at their fingertips. Our ambition is clear: more Europe for a unique and sustainable travel experience.”
Adam & Eve DDB chief creative officer Richard Brim added: “Travelling with Eurostar is always exciting – a way to open your eyes to new experiences and vibrant cultures. Our campaign visualises that excitement in a really engaging way – fusing real-life imagery with creative illustrations and animations that bring to life the unique character of the individual locations and of the brand as a whole.”
Eurostar hires two shops to roll out pan-European ads
Eurostar warns customers as hackers strike once more
Eurostar goes off the rails with loyalty scheme overhaul
Most marketing teams lack skills to be truly data driven