LNER recruits TMW Unlimited for rail loyalty business

lnerLondon North Eastern Railway (LNER), the train operating company that operates the East Coast Main Line franchise that runs from London to north-east England and Scotland, has appointed TMW Unlimited to develop its future loyalty proposition.
The company, which is owned by the Department for Transport (DfT), took over the franchise in June 2018, after Virgin Trains East Coast returned it to the government following sustained financial difficulties.
The DfT intend for the company to provide services until a new public-private partnership can be established in 2020.
The agency won the brief following a competitive pitch against undisclosed agencies and will be responsible for defining LNER’s future loyalty proposition and how it motivates people. It will be in line with the train operating company’s new brand proposition: “This is our LNER”.
LNER loyalty manager Caroline Littler said: “We look forward to taking a fresh look at our loyalty proposition and how best we can encourage and reward our customers for choosing to travel with us. What’s really exciting is that we start this journey at the same time as we start to finalise our plans for the introduction of our new state-of-the-art Azuma trains on to the East Coast Mainline.”
TMW Unlimited business director Alastair McLeod added: “We are looking forward to working with LNER to define an innovative loyalty programme that not only motivates people to travel the East Coast more, but also challenges the perceptions of what a travel loyalty programme can be.”

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