Eurostar has unveiled a new brand campaign and loyalty programme through reinventing the idea of sustainable travel in Europe and promising customers ‘Together we go further’.
Created in partnership with adam&eveDDB, the introduction of the new brand, website, app and loyalty programme is designed to be the first step in the creation of the new company, whose ambition is to carry 30 million passengers a year by 2030.
Eurostar has chosen a new star ‘Spark’ logo, inspired by the North Star – the original train service linking Paris, Brussels and Amsterdam, and which pays homage to its first logo.
In addition, the international high-speed rail service has launched its new Club Eurostar, a joint loyalty programme for MyThalysWorld and Club Eurostar members.
With four statuses, the new combined programme is designed to increase the benefits of the previous programmes even further, allowing members to earn points more quickly.
Supporting the brand refresh, the campaign film – which the title, ‘Together we go further’, forms the company’s new signatures – underlines Eurostar’s promise to expand its network.
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Showcased across TV and cinemas out-of-home (OOH) and digital, the campaign runs in the five countries of its network: France, Belgium, the Netherlands, the United Kingdom and Germany.
The 60-second spot features two women meeting on board, before they find themselves transported into the vibrant world of travel opportunities across five cities.
Created in collaboration with Riff Raff and The Mill, the film mixes live action and animation, inviting customers to imagine their own travel experience.
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.
“Travel inspires us and renews our sense of creativity, which we wanted to bring to life in our new campaign. We wanted to create the feeling of excitement customers feel when they are about to embark on a journey to discover Europe,” said Eurostar, chief commercial officer, François Le Doze.
“We have packed the commercial and OOH ads with hidden details for the public to enjoy and discover the more they revisit, in the same way, we explore our destinations”
adam&eveDDB 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 new campaign ‘Together we go further’ 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 the brand as a whole.”
Eurostar CEO Gwendoline Cazenave commented: “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”
