Eurostar Sets Stage for Paris Olympics 2024 with Tom Allen for a Dynamic New Ad Campaign

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Eurostar is excited to launch its vibrant new marketing campaign, “Let the Games Begin,” featuring comedian Tom Allen. This initiative celebrates the journey of fans and athletes heading to the Paris 2024 Olympic and Paralympic Games, with the festivities kicking off in just 25 days.

As the designated official travel service for Team GB and ParalympicsGB, Eurostar is preparing to host over 2,000 athletes from Team GB, Team Belgium, Team Para Belgium, Team Netherlands, Team Para NL, and Team Germany. An estimated 2 million fans are also expected to travel via Eurostar, marking an exhilarating start to their Olympic experience.

The campaign, which extends until the Paralympics concludes on September 8, will be showcased through various media including television, social platforms, radio, and outdoor advertising. The 20-second video, crafted by adam&eveDDB and DDB Paris, features a blend of athletes and fans embarking on their journey, transforming a Eurostar platform into a dynamic Olympic track. With thrilling live sports commentary, each moment is narrated until Tom Allen is humorously unveiled as the commentator.

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.” 

This campaign not only builds anticipation for the Paris 2024 Games but also celebrates the shared emotions and unity that arise from supporting athletes. It highlights the broader impact of sports in fostering diversity and inclusion and creating memorable experiences.

Following the success of last year’s campaign “Together We Go Further,” the new campaign maintains a distinctive visual flair. It portrays athletes and fans being whisked from London to a realm of endless possibilities, illustrated in a captivating artistic style.

With “Let the Games Begin,” Eurostar aims to spark the spirit of the Paris 2024 Games, transforming each trip into a festive celebration of sportsmanship, camaraderie, and the excitement of the upcoming adventures.

Eurostar has set an ambitious target to transport 30 million passengers annually by the year 2030, positioning itself as a leader in sustainable travel across Europe. Operating a robust fleet of 51 trains, Eurostar boasts the most extensive international high-speed rail network in Western Europe, connecting 28 key destinations across Germany, Belgium, France, the Netherlands, and the United Kingdom. In 2023, the company successfully transported 18.6 million passengers and achieved a revenue milestone of €2 billion.