The joining of Eurostar and Thalys has seen a new campaign launched marking the first stages of the merger and includes new branding, a new website, a new app and a new loyalty scheme.
The new Club Eurostar programme is the new loyalty programme launched by Eurostar and marks a joint loyalty scheme for members of MyThalysWorld and Club Eurostar. The scheme will see more than 2.5 million members continue to enjoy the existing benefits of the programme alongside a new feature, which allows clients to earn points more quickly as part of the new scheme under its four statuses:
- Classique from 0 to 499 points
- Avantage from 500 to 2899 points
- Carte Blanche from 2900 to 4999 points
- Etoile from 5000 points.
The scheme sees 1 point earned for each euro/US dollar spent alongside 1.2 points for GBP. The programme will also maintain its no hidden fees, no deadline and no taxes features.
As part of the company's new image, a new symbol and logo has been created which has been inspired by the North Star, which was the original train service connecting Paris, Brussels and Amsterdam. The new design celebrates the very first Eurostar logo alongside a new company tagline ‘Together We Go Further” which marks the company's expanded network covering five countries.
Monday the 16th of October will also see Eurostar launch its latest advertising campaign, which will be rolled out across destinations in Europe. As Eurostar and Thalys crossed European borders by high-speed train for the first time almost 30 years ago, this new campaign aims to capture the imagination of a new generation of business and leisure passengers. The campaign will celebrate Eurostar's reinvention of the concept of sustainable travel in Europe in a fresh and visually stunning new animation/film and European advertising rollout.
Gwendoline Cazenave, CEO of Eurostar, 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.”
François Le Doze, Chief Commercial Officer at Eurostar, said:
“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. 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,” comments
Richard Brim, Chief Creative Officer at communication company adam&eveDDB, said:
“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 of the brand as a whole.”.
