The synthesis and photo-physical properties of an original bis-pyridinylpyrazine chromophore efficiently sensitising europium (III) and samarium (III) are described. The corresponding lanthanide (III) complexes display in aqueous solutions a maximum excitation wavelength which is significantly red-shifted compared to the usual terpyridine- based chelates, and a valuable luminescence brightness above 2 000 dm3 mol− 1 cm− 1 ...