TMW Unlimited has been appointed by London 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, to develop its future loyalty proposition.

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 TOC’s new brand proposition, 'This is our LNER'.

Alastair McLeod, business director at TMW Unlimited, said: "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."

Caroline Littler at LNER added: “We look forward to working with TMW Unlimited to take 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.”