Eurostar: Taking brand development further   

The new Eurostar, bringing together Eurostar and Thalys, launched to customers in October 2023 with a new brand, website and app, and a new advertising campaign running across the five markets Eurostar serves.

Two phases of research (encompassing Belgium, Germany, France, Netherlands, UK) explored both messaging around the merger with Thalys, and the creative realisation of the new brand proposition. Central to consumer appeal was drawing off the past and reflecting the lingering romanticism of train travel, while eschewing an old-fashioned sense of cliché.

So in execution, we see: a logo inspired by the North Star, the original train service linking Paris, Brussels and Amsterdam, and which pays homage to the first Eurostar logo; a sparkling animated graphic that acts as a compass and embodiment of the brand’s purpose; a new campaign slogan Together we go further that underlines the customer promise Eurostar stands for in its expanded network; and a bold, colourful campaign fusing real-life imagery with creative illustrations and animations to create an eye-catchingly eclectic sense of opportunity and a premium (and sustainable) travel experience that only Eurostar can deliver.