LNER has launched a new multichannel campaign, ‘Freedom all the way’, in partnership with M&C Saatchi.

The new 60-second campaign is part of a successful four-year partnership between LNER and the creative agency which aims to to inspire more people to travel with the train line.

According to the company, the new advert is to showcase the benefits of travelling with LNER, targeting leisure and business travellers along the East Coast route between London and the Scottish Highlands.

Starring Fatboy Slim, the campaign is also running across TV, video on demand, OOH, digital audio, social and digital channels alongside on the LNER network.

LNER Head of Marketing John Galloway said: “We’re proud to unveil our new campaign, which reflects our new and improved customer experience and showcases a more modern brand and visual identity.

“Eleanor encapsulates the freedom of doing whatever it is you want to do when travelling on an LNER train – whether that’s catching up on work, spending time with friends or enjoying some downtime.”

M&C Saatchi Executive Creative Director Matt Lee added: “How do you demonstrate the freedom you experience onboard an LNER train? By having a puppet called Eleanor dance through the aisles to Fatboy Slim’s “Weapon of Choice”, obviously.

“We’re delighted to launch this new campaign, featuring a show-stopping performance from Eleanor, who simply points out all the things you can do on an LNER train. A bit of lunch? A good book? A movie? Daydreaming? Time to yourself? Who wouldn’t go for that?”

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