Media / Publishing
A new name, on the route to the European Parliament
On 29 September 2026, Euractiv relaunched as Rapporteur. The same morning, its new name went up in the two stations Europe's decision-makers pass every day, and stayed there for fifteen days, above plan from the first day to the last.
- Awareness
- Rail stations
- Launch
Goals
- Announce the New Name
- Where the EU Commutes
- Every Day, Not Once
- 4
- Screens
- 2
- Stations in the European quarter
- 15
- Days on screen, all above plan
- 11%
- Share of voice (10% booked)
The challenge
Euractiv has covered EU policy from Brussels for years. On 29 September 2026 it relaunched as Rapporteur: new name, same newsroom. A rebrand is the riskiest moment for a news brand. The readers who already trust the old name have to recognise the new one, fast, or it reads as a stranger.
Those readers are not a mass audience. They work in and around the EU institutions, concentrated in a handful of streets. A national campaign would have spent most of its budget on people who will never read a word about comitology.
The solution
The plan went where those readers already are, twice a day. Four screens on Bauer Media Outdoor's Station Live network in the two stations at the heart of the European quarter: Schuman, which serves the European Commission and the Council, and Brussels-Luxembourg, next to the European Parliament.
6-second spots, booked as a 10% share of voice, every day from 29 September to 13 October. The creative said it in one line: "Everything you read to know about Europe. We bring news. Not noise. Euractiv becomes Rapporteur."
The strategy
For a launch, the first day matters most and the fifteenth matters almost as much. A name sticks when it is seen, and seen again, on the same walk to the same office. So the plan was not about reach. It was about holding the space.
It held. Every one of the fifteen days ran above plan, the last as strongly as the first. Rapporteur booked 10% of the screen time and received an average of 11%, with the extra airtime at no additional cost.
Part of a wider rebrand
The station screens were one piece of a larger plan. MOJO Agency led Rapporteur’s rebrand and launch: the strategy, an identity built around the two asterisks of the new logo (“The footnote changes everything”), and a campaign that runs from billboards in Brussels to social media, where the newsroom added the asterisks to their own LinkedIn names. glooh’s part was the street screens of the European quarter, booked and delivered on the glooh platform.
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