McCann and Havas CX helia Appointed by LNER

McCann Central has been appointed as LNER’s lead marketing communications agency and Havas CX helia as its digital customer experience agency.

McCann Central will provide strategic and creative support across both online and offline marketing channels, working to encourage even more people to choose LNER as their preferred mode of transport. In addition, the agency will build on the legacy of Eleanor, LNER’s mascot launched at the start of the year, which aims to help inspire and engage current and potential customers with the freedom that train travel offers, as well as reinforce the benefits of travelling by train. The agency will develop a range of assets, from TVCs, OOH, and radio through to social, display, and DCO (Dynamic Creative Optimisation).

As LNER's digital customer experience management (CEM/CRM) and loyalty marketing agency, Havas CX helia will focus on encouraging and retaining travel among existing customers, inspiring new journeys, and building positive sentiment and loyalty toward the brand.

Chris Falconer, group managing director at McCann Central, said, “We are delighted to partner with LNER, an iconic brand with a rich heritage in connecting people and places. We’re committed to raising the bar with their popular mascot Eleanor, pushing her further into new territories to increase effectiveness and drive a positive shift in consumer travel habits.”

David MacMillan, CEO at Havas CX helia, said, “When it comes to customer experience, LNER has proven itself one of the most progressive and forward-thinking operators in the market and its remarkable post-pandemic growth should come as no surprise. LNER's transformative vision for the future and its investment into a first-class martech stack, coupled with Havas CX helia's deep data, CRM and loyalty expertise and experience in the travel sector, makes this a perfect partnership, and a dream brief for the agency."

John Galloway, head of marketing at LNER, added, “At LNER, we are dedicated to providing an exceptional travel experience for our customers, and we are confident that our collaboration with McCann Central and Havas CX helia will help ensure we continue on this journey. We’re looking forward to building a strong partnership with both agencies.”