Eurotunnel Le Shuttle, the cross-channel car rail service that has linked the UK with mainland Europe since 1994 is unveiling a refreshed brand identity backed by an extensive omnichannel campaign.
The service will now be known simply as ‘Le Shuttle’, dropping its Eurotunnel associations in favour of snappier, stripped-back brand identity as it closes in on its 30th anniversary celebrations.
Targeting what it calls the ‘affluent millennial demographic’, the campaign will be centred around a 60-second hero spot directed by Jake Scott – who shot the original ad promoting the service’s launch in 1994.
“LeShuttle has always been known for its fast and convenient service, but with this rebrand, we want to take our offering to the next level as an experiential brand rather than just functional,” Le Shuttle chief creative officer, Deborah Merrens said.
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“Our goal is to provide a premium travel experience that is tailored to the needs and preferences of today’s discerning and eco-conscious travellers.
She continued: “We believe that our rebranding initiative will resonate with a new generation of millennial travellers who may currently be using airlines and passenger train services for short haul travel around Europe.
“LeShuttle’s door-to-door driving experience provides an unparalleled level of convenience and flexibility, allowing travellers to avoid airport queues, make stops enroute, take their pets, and be in charge of their own schedule.”
Le Shuttle’s new logo and branding identity have been designed by consultancy firm Landor & Fitch and will aim to ‘visually represent’ its key USPs – speed, efficiency and sense of care – with a knowing nod to its historic status.
To kick off the campaign, an ambitious out-of-home activation saw LeShuttle’s new logo projected onto the iconic White Cliffs of Dover before the campaign went live across TV and cinema in both the UK and France.