‘New era’ of sustainable rail travel starts now, says Eurostar

To mark the new beginning, Eurostar on Monday debuted a new logo and brand, and unveiled a series of initiatives to support its ambitions – including a loyalty programme.

Eurostar said its new star logo had been inspired by the Etoile du Nord, the original rail service linking Paris, Brussels and Amsterdam in the 1920s.

The loyalty programme, meanwhile, will allow customers to accrue points more quickly. Travellers subscribed to the new Club Eurostar will earn one point for every euro or dollar spent, and 1.2 points for every pound spent.

Eurostar, which has set itself the goal of hitting 30 million annual passengers by 2030, has also created a new tagline – "Together we go further" – and will launch a new TV and digital campaign next week (16 October).

“Travel inspires us and renews our sense of creativity, which we wanted to bring to life in our new campaign,” said Eurostar chief commercial officer Francois Le Doze.

“We wanted to create the feeling of excitement customers feel when they are about to embark on a journey to discover Europe.”