Need to Know
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Europe ­– The Eurostar Group enlisted DesignStudio to create a new visual identity, better portraying the group’s multi-faceted personality since the company merged with Thalys in 2022.

The updated creative platform, Spark New, was thought to reflect how the new Eurostar Group brand aspires to spark new experiences, new ideas and new opportunities through high-speed train travel. The rebranding will also introduce a new logo, symbol, colour palette, photography, illustration and sonic branding, and the group hopes to convey its changed face, rooted in heritage but moving towards the future. As Julien Queyrane, DesignStudio’s creative director, explains: ‘A key part was to work closely with Eurostar and Thalys to capture the essence of each brand’s near 30-year heritage, while evolving them into the future.’

The rebranding comes as Eurostar admitted to running partly empty trains due to logistics difficulties that came with Brexit and increased border controls. This updated brand positions the group as ingrained in European culture, and emphasising the joys and comfort of train travel.

With the recent revival of rail travel, it is an opportune time for train operators to revise their strategy, and ensure their brands remain attractive to new generations of eco-conscious travellers.

Global ­– Where does the tv ad landscape stand? New research has found that a staggering 94% of tv viewers would be less inclined to avoid commercials if the conventional ad format had a minor facelift.

The ad-funded streaming platform Roku partnered with media insights firm Magna on a new report examining how marketers and advertisers can create more engaging campaigns, and optimise the format to create ads that resonate more with viewers. The data reveals that fewer ads is not the answer. What people want is simply better ads; 53% of 18–34-year-olds would stay tuned through an ad break if the commercial didn’t follow the typical 30-second spot format.

As part of the survey, three new ad formats were tested, which were shorter and more engaging. Alternative formats performed better than traditional tv ads – audiences were more likely to say they have learned something new or to demonstrate search intent.

Just as evolving media consumption is leading to New News, we expect ad formats to morph to better suit changing consumer preferences and shorter attention spans.