LeShuttle is aiming to get summer cross-channel holiday plans on track with a major marketing campaign for the car rail service, designed to attract a new generation of travellers.
Devised by the newly formed creative division of The Ridley Scott Creative Group, the push comes as the Channel Tunnel prepares to celebrate its 30th anniversary, with the new identity paving the way for a period of modernisation.
Returning to his original ad 30 years on, a 60-second spot is running across TV and cinema in the UK and France and is a continuation of the original LeShuttle launch with an added modern twist.
It follows with a family setting off for a holiday as Strauss’ Sprach Zarathustra (also used as the opening theme for 2001 Space Odyssey and most Apollo launches) builds in the background.
The countdown begins, Cape Canaveral-style, as their car boards LeShuttle, concluding with the line “we have lift-off” as the train gathers speed through the tunnel. The end shot carries the strapline: “Experience the Extraordinary.”
The campaign also features VOD, OOH, and digital activity across UK, France, and the Netherlands, alongside the new LeShuttle brand identity from Landor & Fitch.
The rebrand was driven by consumer data which showed awareness among the public was confused around the Channel Tunnel passenger and car services.
There are generations of travellers born after the Channel Tunnel’s opening who are more familiar with flying than self-drive. Combined with growing competition from other modes of mobility, there was a need for LeShuttle to shift perceptions to engage new audiences and transform perceptions of the brand to be seen as a relevant and different low-carbon form of transport.
The new LeShuttle brand identity flags up the low-carbon transport proposition between the UK, France and Europe and its fundamentals of “simplicity, speed and care”.
LeShuttle chief commercial officer Deborah Merrens said: “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.
Ridley Scott Creative executive creative director Christine Jones added: “Le Shuttle is one of the UK’s best kept secrets for travel into Europe, it’s an experience like no other. When we were approached by Deborah to develop 360 creative and shoot with Jake Scott, who directed the original film 30 years ago, it was an opportunity we couldn’t turn down. Working together as a group from beginning to end was a delight and made the whole process seamless.”
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