Wavemaker triumphs yet again as Eurostar pools media

Wavemaker has crowned an impressive seven days by scooping the consolidated media account for high-speed rail service Eurostar following a competitive pitch, just a week after netting a larger chunk of Merlin Entertainments’ work.

The latest pitch – launched in April – was triggered by the Eurostar and Thalys merger earlier this year, which has seen the rail company operating as one single rail network connecting continental Europe, and the UK on high-speed direct and indirect routes.

Alongside the existing Eurostar offline billings in the UK, Belgium and Netherlands and its European digital business, Wavemaker has additionally won the entire planning and buying remit across continental Europe.

The WPP agency, part of GroupM, will take over all activity from Q4 2023 for the new campaign, Together We Go Further, the first work by DDB/Adam & Eve which launched earlier this month.

As part of an extended remit fuelled by the success of the UK team, Wavemaker will go beyond increasing sales and ensure Eurostar leads the “Rail Renaissance”, an initiative designed to change continental Europe’s travel behaviour.

The agency has been briefed to manage the implementation of this unified strategy across markets, reflecting the local nuances and intricacies of each audience and route to deliver maximum effectiveness, while using performance expertise to drive greater efficiency.

Tapping into proprietary technology tools, such as GeoGraph, Wavemaker will identify prospects, along the rail routes and deliver an “industry first” strategy, using AI-powered personalisation and an omnichannel approach.

Eurostar marketing director Dorothee Mariotte said: “Eurostar is starting a new era, with more destinations to visit through an extended network across Europe. We are delighted to be expanding our partnership with Wavemaker at this transformational moment for our brand.”

Wavemaker UK chief executive Kelly Parker added: “We have a wonderful relationship already with the Eurostar team in the UK and we relish the opportunity of working with the team who have come from the Thalys business, taking our existing knowledge and experience across continental Europe.

“We can’t wait to get started on leading the Rail Renaissance, sparking love and simplifying choice for train travellers, through a unified media strategy activated locally.”