London North Eastern Railway

Freedom all the way

Agency: M&C Saatchi


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 “Freedom 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.

Across other channels, Eleanor playfully engages with customers on their journeys, highlighting the benefits of travelling by train versus other modes of transport.

The push showcases a new bespoke headline font as well as an updated look and feel for the brand, featuring the iconic LNER route line.

This professional campaign titled 'Freedom all the way' was published in United Kingdom in January, 2024. It was created for the brand: London North Eastern Railway, by ad agency: M&C Saatchi. This Digital, Film, and OOH Outdoor media campaign is related to the Transport and Travel and Tourism industries and contains 1 media asset. It was submitted 3 months ago by Owner: Julia Conroy of Julia Conroy Limited.


Creative agency: M&C Saatchi


John Galloway - Head of Marketing

Cate Dixon - Senior Advertising & Partnerships Manager

Saoirse O’Riordan - Digital Campaign Manager

Liam Smallwood - Offline Campaign Manager

Ellie Tyrrell - Senior Advertising Executive

Laura Barnwell – Customer Loyalty Lead

Gareth Peate – Studio Designer


Matt Lee - Executive Creative Director

Sam Turk - Senior Copywriter

Paul Robbins - Senior Art Director

Rachel (Chops) Amess - Head of Production

Kevin Earland - Programme Director

Matt O’Neill - Assistant Producer

Sophie Lewis - Chief Strategy Officer

Anna Heracleous - Managing Partner

Evan O’Driscoll - Senior Account Director

Hannah Thomson - Senior Planner

Harry Patchett - Senior Account Manager

Meg Hugill - Account Manager


Guy Howland – Senior Creative Director

Jennifer McEnhill – Head of Creative Delivery

Scarlett Fielding – Senior Planning Manager

Louise Dunne – Senior Copywriter

Nyig Tin – Design Director

Yuka Negoro – Senior Designer

Kyle Taylor – Digital Designer

Harry Strut – DCO designer

Steve Drew – Copywriter

Polly Barker – Copywriter

Sadé Boyce – Creative Producer

Tom Arnold – Client Partner


Tom Kuntz – Director

MJZ – Production company

Matthew Libatique – DOP

Editors: Whitehouse Post

Editor: Russell Icke

Post-production: Magic Numbers

Post producer: Ryan Hancocks

VFX supervisor: Bevis Jones

Colour: Company Three

Colourist: Mathieu Toullet

Sound studio: Clearcut Sound

Sound designer: Ed de Lacy

Music supervision: DLMDD


Matt Mint - Executive Director

Emma Kieselbach - Client Business Director

Lucy Hunt - Planning Business Director

Will Selwyn - Media Creativity Director

Tom Fox - Client Account Director

Nichole Williams - Client Account Manager


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