13 Jun 2024 08:17

Advertising & Marketing Global

Wavemaker wins European remit as Eurostar extends partnership

Wavemaker has been appointed as global media consultancy partner for international high-speed rail service, Eurostar.

As part of the Eurostar and Thalys merger earlier this year, the rail company began operating as one single rail network connecting continental Europe, and the UK on high-speed direct and indirect routes. As part of this merger, the business decided to consolidate its media planning and buying via a competitive pitch.

Alongside the existing Eurostar offline billings in the UK, Belgium and Netherlands and its European digital business, Wavemaker has additionally won the entire planning and buying remit across continental Europe. In a competitive pitch process which began in April 2023, Wavemaker will take over all activity from Q4 2023 for the new launch campaign, the first created by DDB/Adam & Eve.

As part of an extended remit fuelled by the success to date of the existing UK team, Wavemaker will go beyond increasing sales and ensure Eurostar leads the Rail Renaissance. Changing continental Europe’s travel behaviour for good via a dual approach of sparking desire and simplifying the choice for train travellers. The media agency will manage the implementation of its unified strategy across markets, reflecting the local nuances and intricacies of each audience and route to deliver maximum effectiveness, while utilising performance expertise to drive greater efficiency.

Tapping into proprietary technology tools, such as GeoGraph Wavemaker will identify prospects, based on demand signals along the rail routes and deliver an industry first via AI powered personalisation through an advanced omni-channel approach.

Dorothee Mariotte, Marketing Director at Eurostar said, “Eurostar is starting a new era, with more destinations to visit through an extended network across Europe.

We are delighted to be expanding our partnership with Wavemaker at this transformational moment for our brand.”


Hamish Davies, Global Chief Growth and Marketing Officer at Wavemaker said, “The Wavemaker attitude of Positive Provocation combined with our industry leading technology capabilities matches well with Eurostar’s plans for growth. The work established by our excellent UK team will help us to continue driving excellence and success for this fast-paced brand.

The work established by our excellent UK team will help us to continue driving excellence and success for this fast-paced brand.”


Kelly Parker, UK CEO at Wavemaker said, “We have a wonderful relationship already with the Eurostar team in the UK and we relish the opportunity of working with the brilliant talented team who have come from the Thalys business taking our existing knowledge and experience across continental Europe. I want to thank our teams for their continued hard work – the Wavemaker UK team is second to none and I’m incredibly proud of the excellence they deliver consistently every day.

We can’t wait to get started on leading the Rail Renaissance sparking love and simplifying choice for train travellers, through a unified media strategy that is activated locally.”

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