CLIENT STORY
LNER
Overview
As a major player in UK rail travel, LNER operates on the East Coast Main Line, connecting major cities and cultural hubs. The company seeks to elevate rail travel beyond function, positioning it as an integral part of memorable experiences. In a competitive transport market, differentiation is key and Routes serves as a unique content-driven engagement tool, strengthening LNER’s emotional connection with both frequent and potential travellers.
Social
Objectives
The primary objective was to create engaging branded content that would strengthen LNER’s emotional connection with travellers while positioning the company as a modern, adventurous, and culturally relevant brand, they wanted to move away from traditional “train-fan” content. Routes was designed to appeal to both frequent and potential LNER customers, particularly those within the ABC1 demographic who travel for business or leisure.
Approach
We adopted a format that would move away from traditional “train-fan content”, we opted for a guest-driven format featuring high-profile personalities, from musicians to authors, who shared personal travel experiences. By ensuring each episode linked a guest’s narrative to a destination along the LNER route, we organically reinforced the brand as an enabler of memorable journeys.
We then reimagined the branding to move away from LNER’s traditional image and place the focus on the host. We chose a vibrant, uplifting palette, dominated by a bright yellow that evokes sun, adventure, and optimism, while incorporating subtle travel cues.
PATH TO SUCCESS
01
Routes not only met but exceeded its objectives, delivering significant measurable success.
The podcast consistently ranked in the Top 10% of all podcasts globally and frequently charted in the #5 show in Apple’s “Places and Travel” category in the UK, alongside high overall placements in Society & Culture. Integration into LNER’s customer portal generated an additional 10k monthly listeners, directly boosting engagement and conversion rates.
02
The campaign achieved extensive media coverage from national travel and tourism publications, industry-specific outlets, and influential social media channels. Audience feedback was overwhelmingly positive, with many listeners describing Routes as “inspiring” and “a fresh take on travel.” Furthermore, the project drove increased digital engagement, with measurable KPIs, listener numbers, engagement metrics, and chart placements, demonstrating clear, tangible ROI.
03
Internally, LNER’s marketing team praised Routes for its innovative approach and its success in strengthening the brand’s emotional connection with its audience and industry wide it was recognised with award wins and nominations. Overall, Routes set a new standard for branded content by blending compelling storytelling with strategic brand integration, creating a lasting impact on both the audience and the client.
PODCAST IN NUMBERS
12
Huge name guests from Mel B to Craig David
No. 1
In the Society and Culture Chart in the UK
50+
Countries where people are listening