LeShuttle Invites You to Experience the Extraordinary as It Undergoes Biggest Rebrand of Its 30-Year History

Channel Tunnel operator Getlink has revealed a major rebranding initiative of the popular England to France cross-channel car rail service, LeShuttle, with a full 360 ad campaign from the newly formed creative division of The Ridley Scott Creative Group.

The rebrand comes as the Channel Tunnel prepares to celebrate its 30th anniversary, with the new identity paving the way for a period of modernisation for LeShuttle. 

Returning to his original ad 30 years on, 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.

“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,” says Christine Jones, ECD, Ridley Scott Creative.

The rebrand was driven by consumer data which showed awareness among the public was confused around the Channel Tunnel passenger and car services. There are generations of travellers born after the Channel Tunnel's opening who are more familiar with flying than self-drive. Combined with growing competition from other modes of mobility, there was a need for LeShuttle to shift perceptions to engage new audiences and transform perceptions of the brand to be seen as a relevant and different low-carbon form of transport.

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.