Events at Thalys included:-October 2011, Thalys was the exclusive partner of the film "The Adventures of Tintin this included transformation of trains, A Tintin contest where winners received: tickets for the avant-première attended by Steven Spielberg, cinema tickets and tickets to the Musée Hergé.-The Province of Liège, which is well-known for its cycling culture, will be hosting the Grand Départ of the 99th Tour de France this summer. On 22nd March, Thalys and the Province of Liège unveiled a special train at Paris Nord railway station for the Grand Départ of the Tour de France 2012.

2012 sees the Venice Simplon-Orient-Express and The National Gallery in London come together in journeys that will shed fresh light on celebrated artists and the cities that inspired them.  This will be in the company of a National Gallery expert for the ultimate cultural experience.

Virgin Trains use the Event Production Show– Europe’s preeminent live event showcase – to exhibit the expansion of its VIP Travel services in the UK to festivals, concerts and sporting fixtures. The spiralling success of the project has seen Virgin’s low-carbon Pendolinos used by corporate, celebrities and sports teams.

“This re-brand was about creating symbols of change, not a change of symbol.”— SIMON MANCHIPP, CO-FOUNDER, SOMEONE

Following last years revamp of logo and website, Eurostar replaced its 15 year old logo with a more sleek and metallic-coloured  look. Along with this contemporary approach Eurostar is capable of preserving this technique by introducing new ideas to its brand identity.

Brand identity

Taking place in the old Eurostar terminal at London Waterloo, Louise Gray’s SS12 catwalk.

Also Topshop showspace at the old Eurostar for the Unique show, inspired by Elizabeth Taylor in the iconic Cleopatra film of 1963, the catwalk got an Egyptian-esque makeover.

In connection with fashion

Fashion Story on a train

Sean Combs (P.Diddy) and model Natalia Vodianova in an issue of American Vogue. Shot by famed photographer Annie Leibovitz, editorial entitled ” Brief Encounter” tells a story of a  world wind train romance between the entertainment mogul and model. http://www.behance.net/gallery/A-Journey-Of-

Inseparable-Love/825282

Most recently Louis Vuitton and Marc Jacobs catch a magical train to 1890Paris show stage setting, Louis Vuitton built a steam locomotive where it was placed into a tent beside the Louvre Museum in a bath of steam.

http://uk.fashionmag.com/news-239686-Vuitton-s-blue-fashion-train-pulls-into-Paris

Catwalk with a train setting

‘Train de Nuit’ with Audrey Tautou for Chanel No 5

Famous for their 3 minute commercials, a merge of emotion using old movie theme and new technology proves successful with Chanel N5.

http://www.leobridlefilms.co.uk/trainofthought/

Fashion advertisement on a train

http://www.leobridlefilms.co.uk/trainofthought/

Fashion film on a train

Louis Vuitton commissioned a set of print advertisements in 2007 featuring luggage used by French actress Catherine Deneuve. Print campaign was then followed up with a short journey through Paris in film.  

http://europe.eurostar.com/2011/07/05/were-treading-lightly-are-you/

Currently Eurostar believe in “leaving behind the smallest possible footprint, but taking away the most powerful of impressions.” The Tread Lightly programme focuses on reducing their impact on the environment and is in support of encouraging people to think differently about travel.

In keeping with this as the train is an environment friendly mode of transport, relating it to ethical ecological fashion could be a likely possibility. Suggesting this approach to a concept which Eurostar already promote is encouraging and there is great potential for it.

http://www.eurostar.com/UK/uk/leisure/tread_lightly.jsp

According to a recent survey, highlighted is the fact that the passengers prefer Eurostar mainly due to the punctuality of the trains.

95% of Eurostar trains arrived on time or early in 2009. Eurostar continues to outperform the airlines operating on London-Paris and London-Brussels routes by a considerable share and retains over 70% of the air/rail market.

Punctuality & Reliability

This strength that Eurostar have can be used to their advantage by introducing a fashion clock with a countdown. The idea would be a countdown to Paris Fashion week and be a virtual clock produced by on|off designers. A similar idea is what was created to mark the start of the London 2012 Olympic Games.

The Countdown Clock is revealed in Trafalgar Square, marking 500 days to go to the Games

Previously catwalks have taken place outside train stations and on old platforms but never literally inside a carriage. By doing this Eurostar would be the first to achieve this with a carriage also specially for press, this will expand publicity and create a buzz around the brand.

Catwalk carriage

Similar to the Tintin train by Thalys, Eurostar would have specially painted doors on their carriages by the designers at on|off

Cafe in Deptford, London inside a hand painted train carriage.

This year Merseyrail and CBS Outdoor launched an innovative advertising campaign, featuring a full length ‘train wrap’, comprised of individual portraits and iconic images of the Beatles. This aimed to promote the Beatles story to customers using this train service. The designers at on |off will be promoted in this similar way.

Print by designers

Designers at on|off can play with the recent logo to reinforce the new brand image, also to design products for the Eurostar brand as they currently do not have any specially designed products for customers.

Through the branding the message that “Eurostaropens the way to new experiences” is what was aimed to get across to their customers. Designers at on|off can accomplish this even further by proving that the brand is an easier, simpler, more effortless way to travel between the UK &Europe with the designs that they bring to develop the existing logo.

Reinforcement of brand image

On|off designers would produce editorial shoots for Eurostar, Ink produces Metropolitan, an upscale monthly magazine is where this would take place. The magazine also sells advertising space on Eurostar boarding passes through targeting advertising, their in-house technology platform. Metropolitan eschews seeks to reveal a different side of Eurostar’s destination cities with fresh stories and alternative perspective by including editorial shoots this would be ideal for the targeted audience as they would be encouraging for Paris Fashion Week with the shoot possibly taking place in Pairs. The magazine is produced in English, French and Flemish, and has a monthly reach of 800,000 passengers

Other possible ways of encouraging people to go to Paris for Paris Fashion Week -Lists of popular places to be during Paris Fashion Week -Blogger involved to document, excite and inform customers.- Fashion enthusiasts to get involved through this by ensuring they are at Paris during this time which will increase sales for Eurostar.

Promoting the idea of being at Paris Fashion Week