Rail operator LNER has appointed McCann Central as its lead marketing communications agency and Havas CX helia to head up its digital customer experience.

The move will see McCann Central provide the firm with strategic and creative support across both online and offline marketing channels in a bid to increase passenger frequency.

The agency will also look to build on the legacy of LNER’s new brand mascot Eleanor, launched earlier this year, to communicate the freedom that train travel can bring.

“We are delighted to partner with LNER, an iconic brand with a rich heritage in connecting people and places,” MCann Central group managing director, Chris Falconer said.

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“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.”

For its part, Havas CX helia will look to retain and encourage more frequent travel among LNER’s existing customer base by inspiring new journeys and developing brand loyalty.

LNER head of marketing, John Galloway 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.”