Eurostar’s brand personality is rooted in the concept that their rail service is a hub of ‘cultural connectivity’. Looking to promote travel from Paris to London to 15 – 35 year olds, they wanted to emphasise their knowledge of London as a vibrant, cultural destination.
With Genuine’s help Eurostar Records was created to release new music from British bands in order to highlight London as a musically rich city, and prove Eurostar’s knowledge of contemporary UK culture. In 2010 Eurostar Records released a series of EPs by new British artists, including Man Like Me, Dog Is Dead and Wild Palms, while in 2012 they released their first artist album – by London-based band, Plugs.
18 months into the project, Eurostar Records have received widespread critical acclaim across France, while numerous influential print, on-line and broadcast media partnerships have driven engagement.