LNER unveils influencer-led social media campaign

Train operating company London North Eastern Railway (LNER) 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 engaged 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.

Designed to build the LNER brand through real and authentic content, the campaign ties-in with the refreshed brand look, launched last September. 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.”

The campaign runs on YouTube, Facebook, Instagram, Twitter and online display until the end of April, with video edits ranging from 60-seconds down to 6-seconds depending on the platform.

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