Eurotunnel Le Shuttle has unveiled a new identity, LeShuttle, as the cross-channel car rail service targets more travellers from the millennial generation of 20 and 30-somethings.
Teaser trailers for a 60-second primetime TV advert will be broadcast from tonight (May 10) at 6pm, with the full advert shown on Friday evening.
The ad has been directed by Jake Scott – son of film director Ridley Scott – who shot the original ad at the launch of the service nearly 30 years ago.
Since the opening of the channel tunnel in 1994, LeShuttle has carried more than 61 million cars.
It claims its carbon emissions are up to 67% lower than flying, with an average of 2kg of CO2 per car per crossing.
Deborah Merrens, chief commercial officer of LeShuttle, said: “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.
“Our goal is to provide a premium travel experience that is tailored to the needs and preferences of today’s discerning and eco-conscious travellers.
“We believe that our rebranding initiative will resonate with a new generation of millennial travellers who may currently be using airlines and passenger train services for short haul travel around Europe.
“LeShuttle’s door-to-door driving experience provides an unparalleled level of convenience and flexibility, allowing travellers to avoid airport queues, make stops enroute, take their pets, and be in charge of their own schedule.”