Pride campaign: connecting European cities through LGBTQ+ community

Overview

Developed with Eurostar’s in-house teams, this campaign leveraged Pride season to promote key European destinations while building a cross-border narrative around LGBTQ+ visibility.

Three finalists from Drag Race Belgique were followed across multiple cities connected by the Eurostar network.

Objectives

• Promote Eurostar destinations during Pride season (May to August)

• Increase brand relevance through cultural storytelling

• Create content adaptable across digital and physical channels

• Strengthen Eurostar’s positioning as a European connector
  

  
  

Strategy

Instead of promoting destinations individually, the campaign was built around movement across cities.

Each location became a chapter in a broader story:

• Paris

• Brussels

• Amsterdam

• London
  

Key idea: Turn travel into narrative. Not “where to go”, but “how stories move across Europe”.

Creative approach

The project combined performance and documentary:

• filming and photographing in real environments (trains, stations)

• capturing transitions (travel, preparation, off-stage moments)

• balancing staged visuals with spontaneous moments

This allowed the campaign to move beyond static representation and build a continuous, lived narrative.

Deliverables

Social content

• short-form video for social media

• multi-city storytelling following the artists

  
  

Lounge exhibition (Paris & Brussels)

• curated photographic series

• narrative sequencing of images

• transformation of waiting spaces into cultural touchpoints

Role

• Creative production (photo & video)

• Narrative development across formats

• On-location production

• Coordination with internal teams