LNER didn’t just want people to take the train—they wanted to change behaviour and inspire a love for rail travel over cars. Enter Eleanor, a charming new brand character bringing the joy of train travel to life.

In the 60-second hero film, Eleanor explores an LNER carriage in awe, experiencing everything that makes train travel special—watching a film, catching up with friends, getting work done, or simply relaxing. Her journey ends with a warm welcome from the onboard crew, reinforcing the comfort, convenience, and community of LNER.

Beyond film, Eleanor playfully engages with customers across multiple channels, highlighting why LNER beats other modes of transport. The results? Peak brand awareness, record-breaking passenger numbers, and LNER firmly top of mind. More than a campaign, Eleanor has become the face of a rail revival—turning everyday journeys into joyful experiences.