• by Fern Siegel , October 12, 2023

The new Eurostar Group, a merger of Eurostar and Thalys, is kicking off a new campaign.

The work, accompanied by a new site, app and loyalty program, signal the company's ambition: to carry 30 million passengers a year by 2030.

The campaign, "Together We Go Further," was created by adam&eveDDB and DDB Paris.

The spot, in English and French, runs on television and in cinemas in the five countries that comprise the Eurostar network: France, Belgium, the Netherlands, the U.K. and Germany.

In a 60-second ad created in collaboration with Riff Raff and The Mill, two women meet on the Eurostar and together experience an exciting adventure. It runs across its European destinations: London, Amsterdam, Paris, Brussels, Cologne and Lille.

Out-of-home and digital ads are also part of the media mix. Ten local artists from the cities Eurostar serves were commissioned to create visuals that brought each destination to life.

Gwendoline Cazenave, CEO of Eurostar, said the company is "writing a new page in the history of high-speed rail travel in Europe. Our ambition is clear: more Europe for a unique and sustainable travel experience.

Eurostar also launched its new Club Eurostar, a joint loyalty program for MyThalysWorld and Club Eurostar members, which lets them earn points more quickly.

The program has four levels: Classique (0 to 499 points), Avantage (500 to 2899 points), Carte Blanche (2900 to 4999 points) and Etoile (over 5000 points). Members earn 1 point for each euro/U.S. dollar spent, and 1.2 points for each GBP spent.

The high-speed bullet train debuted 30 years ago. The new Eurostar symbol, a star inspired by the North Star. An animated graphic, the Spark, acts as a compass and is utilized throughout the campaign.