LNER, the rail company that provides long-distance inter-city services on the East Coast Main Line to and from London, has handed its lead marketing communications account to McCann Central, with Havas CX Helia taking on the digital customer experience business.
McCann Central will provide strategic and creative support across both online and offline marketing channels, working to encourage more people to choose LNER as their preferred mode of transport.
In addition, the agency will build on the legacy of Eleanor, LNER’s mascot launched at the start of the year, which aims to help inspire and engage current and potential customers with the freedom that train travel offers, as well as reinforce the benefits of travelling by train. The agency will develop a range of assets, from TV ads, OOH, and radio through to social, display, and DCO (Dynamic Creative Optimisation).
Meanwhile, Havas CX Helia will focus on encouraging and retaining travel among existing customers, inspiring new journeys, and building positive sentiment and loyalty towards the brand. The train operator previously had a relationship with Dentsu-owned Merkle, although it is not known how this is affected by the appointment.
LNER head of marketing John Galloway said: “We are dedicated to providing an exceptional travel experience for our customers, and we are confident that our collaboration with McCann Central and Havas CX helia will help ensure we continue on this journey. We’re looking forward to building a strong partnership with both agencies.”
McCann Central group managing director Chris Falconer added: “We are delighted to partner with LNER, an iconic brand with a rich heritage in connecting people and places. We’re committed to raising the bar with their popular mascot Eleanor, pushing her further into new territories to increase effectiveness and drive a positive shift in consumer travel habits.”
Havas CX Helia chief executive David MacMillan concluded: “When it comes to customer experience, LNER has proven itself one of the most progressive and forward-thinking operators in the market and its remarkable post-pandemic growth should come as no surprise.
“Its transformative vision for the future and its investment into a first-class martech stack, coupled with Havas CX Helia’s deep data, CRM and loyalty expertise and experience in the travel sector, makes this a perfect partnership, and a dream brief for the agency.”
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