May 20, 2024

Eurostar unveils new brand, website and loyalty programme

The newly-merged Eurostar and Thalys, now called Eurostar, has launched a new joint brand, website, app and loyalty programme, all backed by a major advertising campaign which will go live across its European destinations from October 16.

CEO Gwendoline Cazenave told guests at the launch in London on Monday night: “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.”

The new joint loyalty programme, Club Eurostar, will have more than 2.5 million members and builds on the benefits of the previous programmes.

It has four statuses: 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/US dollar spent and 1.2 points for each GBP spent. The scheme retains popular features such as no hidden fees, no deadlines and no taxes.

For its new logo, Eurostar has chosen 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 new campaign slogan ‘Together we go further‘ underlines the customer promise Eurostar stands for – to take passengers even further, thanks to an expanded network across five countries.

A new advert will be launched on television and in cinemas in the five countries of the Eurostar network: France, Belgium, the Netherlands, the UK and Germany. 

Eurostar, which will be the official travel partner for TeamGB for the Paris 2024 Olympic games, aims to carry 30 million passengers a year by 2030 and to become the benchmark for sustainable travel in Europe.

Eurostar is owned by SNCF Voyages Développement (55.75%), a subsidiary of SNCF Voyageurs, CDPQ (19.31%), SNCB (18.50%) and funds managed by Federated Hermes Infrastructure (6.44%).