LNER
Let me tell you, working on a train company during a pandemic makes you get creative. We developed a post-lockdown ‘Restart’ campaign that could be activated according to the current government guidelines, from full ‘do not travel’ messaging through to stimulating sales – but not only that, this had to be achieved across multiple regions, audience segments and formats. A rail challenge (groan). Thanks Covid.
As part of the winning pitch team, we gained full ownership of LNER’s digital and CEM creative and strategy. My role was focused on producing the lion’s share of the BTL copy for LNER while developing integrated CRM, digital media and experiential ideas, plus digital-first shoot concepts – which I attended partially for creative quality control, partially because a trip out during lockdown was downright exciting.
Role: Copy lead, creative lead
Formats: Email, paid and organic social, YouTube, TikTok, DCO, shoots, web content, experiential
“Like all travel and tourism businesses, LNER was hit hard by the pandemic. A revenue loss of such significance is always going to necessitate massive change. But this change has very much been a positive for the business. We’ve been forced to be more innovative with our media planning, more flexible in our creative executions and more progressive in our way of approaching customers across all touch points. The interagency and marketing team have pulled together like never before, becoming a truly cohesive unit to get us through this period and I couldn’t be prouder of the work we’ve achieved so far.”
— John Galloway, Head of Marketing, LNER
