Channel Tunnel operator Getlink has revealed a major rebranding initiative of the popular England to France cross-channel car rail service, LeShuttle, with a full 360 ad campaign from the newly formed creative division of The Ridley Scott Creative Group.
The rebrand comes as the Channel Tunnel prepares to celebrate its 30th anniversary, with the new identity paving the way for a period of modernization for LeShuttle.
Returning to his original ad for the car rail service, Jake Scott via RSA Films directs the next chapter in LeShuttle’s story, with a renewed focus on attracting a new generation of travelers. The 60 second primetime spot, which premiered during Channel 4’s Gogglebox and runs across TV and cinema in the U.K. and France, is a continuation of the original LeShuttle launch with an added modern twist.
Ridley Scott Creative created the 360 campaign with VOD, TV, cinema, OHH and digital across U.K., France and the Netherlands, alongside the new LeShuttle brand identity from Landor & Fitch including revised name, logo and visual identity.
“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. Jake and The Ridley Scott Creative Group have been key in helping us to tell that story,” said Deborah Merrens, CCO of LeShuttle.
Christine Jones, ECD, Ridley Scott Creative, said, “Le Shuttle is one of the U.K.’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, who directed the original film 30 years ago, it was an opportunity we couldn’t turn down.”
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 travelers 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.
