LeShuttle undergoes biggest rebrand of its 30-year history

Ridley Scott Creative, RSA Films and director Jake Scott revisit LeShuttle launch campaign for a new generation of travellers.

The company in charge of the Channel Tunnel, Getlink, has announced a significant rebranding effort for the well-known cross-channel car rail service, LeShuttle, which operates between England and France. This initiative will be supported by a comprehensive 360 advertising campaign created by the newly established creative division of The Ridley Scott Creative Group. As the Channel Tunnel approaches its 30th anniversary, the rebrand will serve as a catalyst for a time of transformation and updating for LeShuttle.

Returning to his original ad, Jake Scott directs the next chapter in LeShuttle’s story, with a renewed focus on attracting a new generation of travellers. The 60-second primetime spot, which premiered during C4’s Gogglebox and runs across TV and cinema in the UK 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 UK, France, and the Netherlands, alongside the new LeShuttle brand identity from Landor & Fitch including revised name, logo and visual identity.

As part of the PR rollout, the new identity was also projected onto the cliffs of Dover.

“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 UK’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. Working together as a group from beginning to end was a delight and made the whole process seamless.”

The decision to rebrand was based on consumer data indicating that the public was uncertain about Channel Tunnel passenger and car service. With younger generations more accustomed to flying than driving, and increased competition from other modes of transportation, LeShuttle needed to change the way its brand was perceived to appeal to new audiences and be recognized as an eco-friendly and unique form of transportation.

The new LeShuttle brand identity makes explicit to all audiences the low-carbon transport proposition between the UK, France and Europe and its fundamentals: Simplicity, Speed, and Care.

Client – LeShuttle

Production – RSA Films

Director – Jake Scott

Creative - Ridley Scott Creative

ECD - Christine Jones

Producer – Garfield Kempton

Creative Director - Oliver Nowlan

Writer - Freddy White