8 July 2024
London, 8 July 2024 - Eurostar teams up with Team GB and ParalympicsGB in new brand campaign "Let the Games Begin," starring Tom Allen alongside travellers on their way to the Paris Olympics.
With just 25 days before the Paris 2024 opening ceremony, Eurostar is thrilled to unveil its latest campaign, "Let the Games Begin." The campaign stars comedian Tom Allen and highlights the excitement of travellers making their way to the Paris 2024 Olympic and Paralympic Games.
As the official travel partner for Team GB and ParalympicsGB, Eurostar is gearing up to welcome over 2,000 Olympic and Paralympic athletes from Team GB, Team Belgium, Team Para Belgium, Team Netherlands, Team Para NL and Team Germany. These athletes will be joined by an expected 2 million supporters, making Eurostar the starting point of their Paris 2024 adventure.
Running until the end of the Paralympics on September 8, the campaign will be featured across TV, social media, radio, and out-of-home platforms. The 20-second film, created by adam&eveDDB and DDB Paris, showcases athletes and travellers beginning their journey to the Games with Eurostar.
In a creative twist, the Eurostar platform is transformed into an Olympic running track, where passengers run for the gold medal, with iconic live sports commentary highlighting every move as they board the train. The spot concludes with Tom Allen revealed as the commentator, adding a touch of humor and excitement to the scene.
Francois Le Doze, Chief Commercial Officer at Eurostar, commented: "We are excited to reveal our new brand campaign, which focuses on what Eurostar does best: bringing people together. Close your eyes, and you're instantly transported."
The campaign also aims to drive excitement ahead of the Paris 2024 Games by showcasing the unique emotions of togetherness that sports fandom can unlock. It emphasizes how supporting Team GB Olympians and Paralympians goes beyond the medals and the spectacle. Sports have the profound ability to bring people together, promote diversity and inclusion, and create lasting emotions.
Building on the success of last year's "Together We Go Further" brand platform, this campaign leverages the same distinctive visual style, with the spark device connecting real and imaginary worlds. Athletes and travellers are depicted being propelled from London to a world of infinite winning opportunities, captured through a unique illustration style.
Eurostar's "Let the Games Begin" campaign promises to ignite the spirit of the Paris 2024 Games, making every journey a celebration of sport, unity, and the adventure that lies ahead.
For more information, please contact:
Eurostar Press Office
Email: press.office@eurostar.com
Phone: +44 (0)20 7843 5484
About Eurostar
Eurostar aims to carry 30 million passengers a year by 2030 and become the benchmark for sustainable travel in Europe.
With a fleet of 51 trains, Eurostar offers the largest international high-speed network in Western Europe, serving 28 destinations in Germany, Belgium, France, the Netherlands and the United Kingdom. In 2023, Eurostar carried 18.6 million passengers and generated sales of €2 billion.
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%).