OUIGO Launches New Brand Positioning with its Summer Campaign "Travel Smart" with Havas Creative

Jun. 01, 2026

OUIGO, Spain’s high-speed rail operator, has launched its new summer campaign, “Travel Smart,” created in collaboration with its creative agency, Havas Creative.

The campaign is designed to encourage high-speed rail travel during the summer season while introducing OUIGO’s new brand positioning, which reinforces the idea that travelling well doesn’t have to be complicated.

Built around the concept “Travel Smart,” OUIGO champions making smarter travel choices across Spain, offering a comfortable and hassle-free way to travel with tickets starting from €9, further strengthening its proposition as an accessible high-speed rail alternative.

This new communications platform brings together the idea of “going places” — at the heart of OUIGO’s purpose — with a be smart philosophy, highlighting the value of making simple and efficient travel decisions.

To bring the concept to life, Havas Creative developed two humorous films, “Dragon” and “Whale,” which depict everyday situations that ultimately lead to one clear conclusion: the smartest way to travel across Spain is with OUIGO.

According to Rocío Jiménez, Marketing and Communications Manager at OUIGO:

"With ‘Travel Smart,’ we continue to build our communications around humour, one of the brand’s defining characteristics, allowing us to connect with travellers in a relatable and distinctive way. This campaign reinforces our positioning while highlighting a simpler and more accessible approach to high-speed rail travel in Spain."

 

José Izaguirre and Félix Carral, Executive Creative Directors at Havas Creative explained:

"In a challenging year for the sector, our goal was to reactivate sales in a meaningful way while simultaneously launching ‘Travel Smart,’ the brand’s new communications platform."

 

The nationwide campaign will run until July 12. The media plan, managed by Zenith Media, includes out-of-home, digital, radio and television placements.