In a world of constant change, chaos and challenging traffic jams, LNER’s latest campaign underlines the enduring power of a brand character.

Enter Eleanor, the singing red-haired puppet, who takes viewers on a journey highlighting the frustration of motorway traffic jams. Successfully championing the ease, comfort and freedom of long-distance train travel.

Highlighting LNER’s ‘freedom all the way’ brand platform, the campaign sees Eleanor serenading passengers with a unique version of John Baptiste’s song ‘Freedom’.

Reminding customers of the frustration of slow moving motorway traffic, the campaign has been designed to highlight both the ease and experience of LNER train journeys.

Eleanor showcases some of many things train travel makes possible: socialising, scenic sheep watching, chilling out with a coffee and precious time for yourself. 

John Galloway, Head of Marketing, LNER said: "At LNER, 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.”  

Jon Elsom, Executive Creative Director, Global Brands, at McCann London 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.”

He continued: “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." 

The campaign will run across TV, Outdoor, radio, online video, cinema and social. With hero sites in key cities on the LNER route - London, Edinburgh, Newcastle, York and Leeds.

The media planning and buying was handled by Manning Gottlieb OMD.