London North Eastern Railway (LNER), the train operating company, is launching a new social media campaign to capture the stories behind people’s journeys on the East Coast Main Line.
Created by TMW Unlimited, the campaign builds on the train franchise’s advertising activity and its “This is our LNER” brand proposition. The agency has used a range of influencers to create authentic and relatable content on their journeys to and from destinations including Edinburgh, Leeds, and York. Video footage places an emphasis on the opportunities for work and relaxation as they look back on their “jam-packed days” on their journey home.
Opening with the line “This is us, these are our journeys”, the campaign runs on YouTube, Facebook, Instagram, Twitter and online display until end April. Video edits range from 60-seconds down to 6-seconds depending on the platform.
Designed to build the LNER brand through real and authentic content, the campaign ties in with the latest brand look & feel work and builds on the previous TMW campaign, launched last September, which helped introduce LNER as a new brand by showing POV footage of the people and places of the east coast. TMW Unlimited has created its own distinct assets with the influencers capturing the real-life stories behind their journeys.
Brian Brady, creative director at TMW Unlimited said: “LNER champions the people and places of the East Coast, and this campaign brings that spirit to life in a genuine, cockle-warming way. Shot by a selection of micro-influencers from along the line, it gives a snapshot of their trips and shows that no matter where you go with LNER, you always have the journey home to look forward to.”