Eurostar x Paris 2024 Olympics

THE BRIEF

To mark the launch of the Paris Olympics, Eurostar wanted a newsworthy PR moment that would resonate with the national media and create a talking point in the lead up to the Summer Games.

We created ‘Training for Gold’. A medal worthy, golden wrapped train, ready to transport over 2,000 athletes in their pursuit of gold as well creating an exciting experience for the million fans as they cross the channel to experience the Olympics.

THE RESULTS

Bringing together Olympic and Paralympic stars Dame Jessica Ennis-Hill, Perri Shakes-Drayton and Maisie Summers-Newton helped create the headline-making PR moment.

The three sports legends attended the launch event, adding star power and inspiring fans with their stories of perseverance and ambition. Their presence highlighted the excitement surrounding the Olympics and Eurostar’s role in connecting athletes and fans to the games. The campaign generated significant press coverage, with features in top-tier outlets including The Daily Mail, Metro, Yahoo, The Independent, The Evening Standard, and more. The golden train, symbolising the pursuit of gold, captured widespread attention, making a strong impact in the national media as millions of fans prepared to cross the channel for the Olympic experience.