Eurostar: Elegant loyalty schemes
What are Carte Classique, Carte Blanche & Eurostar Plus?
For frequent travelers, Eurostar has it’s own loyalty schemes. Like air miles, for train travel — they reward repeat usage by either giving preferential treatment (like access to Business Premier Lounges and Fast-Track channels) or by giving discounts on travel.
What was the problem?
Carte Classique was the unsung entry level loyalty scheme that sat under Carte Blanche which stood alone, had a completely seperate look and feel and bore no relation to the Eurostar brand. The collateral was expensive to produce and communications were not clear about what members actually got in return for joining the scheme.
Eurostar Plus was widely misunderstood and needed to be reconsidered. It was so muti-faceted it was begining to become fragmented before it had a chance to become established.
How did we design it?
Looked at the issues, simplified the complexities and using the adaptive sculpture, created three beautiful versions for three interlined visual brand identities.
We gave Carte Classique it’s own sculpture in a unique material. Blue Marble.
We gave Carte Blanche it’s own sculpture in a related material. White Marble.
We created a new tier — Noir… yet to be launched… but very special.
Each of these is united by a common material and differentiated by colour, imagery and tone of voice.
This way each scheme felt different, told it’s own unique story and was flexible enough to take on new ones. Most of all they felt united and firmly from Eurostar.
Eurostar Plus was a different offer. The idea we discovered behind Plus is that it can constantly surprise you with tasty little treats. It’s a holder for new ideas — like an egg — the scheme lets you hatch all sorts of clever little ideas to either treat your friends and family to a trip somewhere or just discover something new. So we chose to make a one off. The adaptive sculpture was made from an egg shell — there’s even a little feather that softly indicates clever little savings.
What do Eurostar think of it?
‘Loyalty schemes often use the same clichés — gold, silver & black — we were thrilled to see SomeOne creating something logical yet lateral with the materials and ideas they chose to apply to our Carte Classique, Carte Blanche & Eurostar Plus — it’s given each of the schemes it’s own opinion, it’s own look and further differentiated us as an original voice in travel.’
Elodie Delalleau, Brand & Design at Eurostar