Let the Games Begin: Eurostar launches Paris Olympics campaign


With just days before the Paris 2024 opening ceremony, Eurostar  has launched its latest campaign, “Let the Games Begin.”

The campaign stars comedian Tom Allen and highlights the excitement of travellers making their way to the Paris 2024 Olympic and Paralympic Games.

Eurostar & Paris Olympics

As the official travel partner for Team GB and ParalympicsGB, Eurostar is gearing up to welcome over 2,000 Olympic and Paralympic athletes from Team GB, Team Belgium, Team Para Belgium, Team Netherlands, Team Para NL and Team Germany.

These athletes will be joined by an expected two million supporters, making Eurostar the starting point of their Paris 2024 adventure.

Running until the end of the Paralympics, 8 September, the campaign will be featured across TV, social media, radio, and out-of-home platforms.

A 20-second film, created by adam&eveDDB and DDB Paris, showcases athletes and travellers beginning their journey to the Games with Eurostar.

In a creative twist, the Eurostar platform is transformed into an Olympic running track, where passengers run for the gold medal, with iconic live sports commentary highlighting every move as they board the train.

The spot concludes with Tom Allen revealed as the commentator, adding a touch of humour and excitement to the scene.

Francois Le Doze, Chief Commercial Officer at Eurostar, said: “We are excited to reveal our new brand campaign, which focuses on what Eurostar does best: bringing people together.Close your eyes, and you’re instantly transported.”

The campaign also aims to drive excitement ahead of the Paris 2024 Games by showcasing the unique emotions of togetherness that sports fandom can unlock.

It emphasises how supporting Team GB Olympians and Paralympians goes beyond the medals and the spectacle. Sports have the profound ability to bring people together, promote diversity and inclusion, and create lasting emotions.

Building on last year’s “Together We Go Further” brand platform, this campaign leverages the same distinctive visual style, with the spark device connecting real and imaginary worlds, Eurostar said.

Athletes and travellers are depicted being propelled from London to a world of infinite winning opportunities, captured through a unique illustration style.

Eurostar’s “Let the Games Begin” campaign hopes to ignite the spirit of the Paris 2024 Games, making every journey a celebration of sport, unity, and the adventure that lies ahead.