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LNER, the rail company that operates on the East Coast Mainline, has unveiled a major new multichannel brand campaign featuring its first ever brand character, Eleanor. Called ' … read moreFreedom all the way', it was developed in partnership with M&C Saatchi, with online creative by Merkle and media planning and buying by Manning Gottlieb OMD. The new campaign follows four years of successful partnership between LNER and M&C Saatchi, during which time all brand metrics have increased significantly. Building on this success, the new push aims to inspire even more people to travel with LNER, more often, with an idea that translates across paid and owned channels. In recent years, LNER has invested in further enhancing its customer experience. The new campaign seeks to showcase this and the benefits of travelling with LNER, targeting leisure and business travellers along the East Coast route between London and the Scottish Highlands. The creative idea was inspired by Fatboy Slim’s track 'Weapon of Choice' and its iconic video starring Christopher Walken. The track was selected as the perfect vehicle to describe all of the things you can do on a LNER train, evoking the freedom offered by the journey. At the centre of the campaign is new brand character, Eleanor, a puppet that captures the joy customers experience when travelling with LNER. In a 60-second film, we see Eleanor enthusiastically making her way through the carriage, in awe of what’s possible on an LNER train, whether that’s watching a film, catching up with friends, getting stuff done, or just relaxing. At the end, she takes her seat and receives a warm welcome from a member of LNER’s onboard crew.
read less...Client
Head of Marketing John Galloway
Partnerships Cate Dixon
Campaign Manager Saoirse O’Riordan
Campaign Manager Liam Smallwood
Designer Gareth Peate
Agency
Head of Production Rachel (Chops) Amess
Programmer Kevin Earland
Producer Matt O’Neill
Chief Strategy Officer Sophie Lewis
Managing Partner Anna Heracleous
Account Director Evan O’Driscoll
Planner Hannah Thomson
Account Manager Harry Patchett
Account Manager Meg Hugill
Planner Scarlett Fielding
Design Director Nyig Tin
Designer Yuka Negoro
Designer Kyle Taylor
Designer Harry Strut
Producer Sadé Boyce
Production
Media Manning Gottlieb OMD
Post Production / VFX Magic Numbers
Producer Ryan Hancocks
VFX Supervisor Bevis Jones
Post Production / VFX Company 3 London
Colourist Mathieu Toullet
Editorial Whitehouse Post - UK
Editor Russell Icke
Music / Sound Clearcut Sound Studios
Sound Designer Ed de Lacy
Music / Sound DLMDD
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