The Yard Creative is on track with bar brand for rail operator Thalys

The Yard Creative is developing a brand and communications package for the onboard bar of Belgian rail operator Thalys.

The London consultancy was appointed directly to the work just before Easter, having previously worked with Thalys to produce its marketing philosophy book (pictured), which was released last August, according to creative director Steve James-Royle.

It has now been tasked with creating a name, identity and full communications strategy for the onboard bar brand under the contract, which is worth a five-figure sum.

Thalys is an international rail operator that runs high-speed trains between Paris, Brussels, Cologne and Amsterdam.

James-Royle says, ‘It’s very different from train travel in the UK. The level of standard is much higher.’

James-Royle says the brief fits within Thalys’ global strategy, which aims to make its offering more customer-centric and create emotional ties with the traveller, as well as focusing on ‘the romance of train travel’.

He adds the interiors of the trains have been redesigned as part of a refurbishment, and that the new bar brand will be used internally in signage, menus and other touchpoints.

The work is scheduled to complete in August.

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