LNER is taking on the frustration of motorway traffic jams to champion the ease, comfort and freedom of long-distance train travel in the latest execution of its ‘freedom all the way’ brand platform.
Devised by McCann London, the campaign marks the second year of its tenure on the account, which has seen the agency evolve the Muppet-style red-haired brand character Eleanor, giving her a voice that reflects LNER’s ethos of freedom and an accent grounded in the rail operator’s Newcastle roots.
The activity, spearheaded by a TV ad, shows Eleanor leading people away from the frustration of traffic jams by serenading passengers with a rework of John Baptiste’s Freedom as she showcases some of many the things train travel makes possible: socialising, scenic sheep watching, chilling out with a coffee and precious time for yourself.
Ultimately, the aim is to remind customers that they don’t need to put up with slow moving traffic when they can get there faster and receive star treatment as standard on LNER trains.
The campaign is running across TV, OOH sites in London, Edinburgh, Newcastle, York and Leeds, as well as radio, cinema and social. Media planning and buying is being handled by Manning Gottlieb OMD.
LNER head of marketing John Galloway said: “We’re passionate about making train travel easier, better and even more enjoyable. This campaign celebrates some of the many freedoms our customers experience when travelling with us – whether it’s escaping the stress of traffic jams, relaxing in comfort, or making the most of every moment along the way. Brought to life wonderfully by our very own cheerleader of freedom, Eleanor.”
McCann London executive creative director of global brands Jon Elsom added: “It’s always rewarding to give a fresh new voice to a brand, and we’ve done exactly that here, giving our irrepressible Eleanor her own voice for the first time.
“We’re hoping people who are opting to use other modes of transport make a new and deeper connection with LNER when they watch Eleanor making a song and dance about the glorious freedoms of rail travel.”
Related stories
AA/WARC reaction: Trust or bust for a 2026 ad thrust
Ain’t no stopping us now: 2026 adspend to top £50bn
Bellwether Reaction: ‘Stay agile, prioritise targeting’
Budgets on life support as Trump gives firms the willies
Up, up and away as 2025 adspend is set to hit £46bn
Fresh boost as firms shift budgets to targeted marketing
Be the first to comment on "LNER plays on the jam to highlight ease of train travel"