Eleanor LNER Doll

[stadler]

Could be worse.

We had Harry Connick Jr do Connex ads.

Oh and people singing on a train.

Haha luckily they had nothing like that here. We also had Connex in the UK running two train companies (Connex South Central and Connex South Eastern) and three bus companies (Connex Bus Sussex and Connex Bus London and Connex Bus Jersey) but they had no mascots or personalies advertising them over here. They could barely even run their train and bus services.

 

[EYFanatic]

It seems that there are mixed feelings about LNER's red haired Advertisement doll.

While some are said to find it creepy (will appear coming down your carriage?).

Others would like to buy one. Is LNER missing out?

WAO

Yes, I'd love to buy one actually... I love buying muppets/dolls/teddy bears of companies be it trains, planes, ferries or whatever - its a hobby

Are there any overseas rail mascots that are particularly good?

Although not a mascot as we would call them, the Chollima* in North Korea is often used as a symbol of speed, power and might and is therefore often used in promotional items for the Korean State Railways. Oddly, they have a logo that instead of the gold star has a gold rail surrounded by semi circles showing the various gauges of track used in the country

*Chollima is a winged horse akin to the greek idea of Pegasus

 

[sh24]

My other half, in her late 30's, looked at the GWR ads and asked who the Famous Five are. To me, while I think the ads and branding are very well done, the imagery they invoke is painfully dated.

 

[Bletchleyite]

To me, while I think the ads and branding are very well done, the imagery they invoke is painfully dated.

Some of us would say "wonderfully dated", an association with simpler, more innocent times both of youth and of when the world wasn't such a complicated and unstable place as it is in the 2020s. It's in my view the best branding package as a whole (the entire GWR "personality", not just those ads) that the UK rail system has ever seen, and given how underwhelming everything GBR is I think it might well be the best one it ever does see, too.

 

[Krokodil]

No one who isn’t a rail enthusiast will associate LNER with that nowadays or remotely care about what trains were operated by a wholly different company 80 to 100yrs ago.

Only because they haven't tried it. The Coronation blue livery would look good on a modern train in a way that chocolate and cream wouldn't. It looks classy without being old-fashioned.

 

[cuccir]

The biggest query I have with Eleanor is why they've gone to the trouble (and presumably expense) to commission a named character and then she has from what I can see no characterisation or 'personality' in the ads. She's just there, on the train. The only video ad that I can recall seeing her on is the one with the "you can go with this, you can go with, you can go with us" music in the background, which is sending a message about travelling in comfort and not really using Eleanor in any way. If you create a character they need to actually have some sort of characterisation.

At least the Southern one up-thread had some sort coherent message as a mascot, even if it didn't quite work.

 

[Sad Sprinter]

The biggest query I have with Eleanor is why they've gone to the trouble (and presumably expense) to commission a named character and then she has from what I can see no characterisation or 'personality' in the ads. She's just there, on the train. The only video ad that I can recall seeing her on is the one with the "you can go with this, you can go with, you can go with us" music in the background, which is sending a message about travelling in comfort and not really using Eleanor in any way. If you create a character they need to actually have some sort of characterisation.

At least the Southern one up-thread had some sort coherent message as a mascot, even if it didn't quite work.

I just watched that advert on Youtube. I see what you mean, it is a bit weird but the comment section likes it.

At least the comments liked by LNER do!

 

[GusB]

I don't think using a Muppet to advertise your train service gives a good impression of your competence at the operation thereof

Stop taking it so seriously. It's just an advert.

I don't find it either creepy or appealng enough to want to buy one; just annoying and yet another step towards demeaning the railway.

Seriously? In what way is it "demeaning the railway"?

What would Gresley think of his railway represented by Eleanor or Stanier of his railway represented by a tortoise(!) on skates?

Gresley would probably want to attract as many people as possible to his railway; Stanier is off-topic.

Can you actually buy one now? I’d be first in the queue if so!

If LNER sold a limited number, there's a big collectors' market out there.

I agree with this. I always thought railway ought to present themselves more “seriously” than other forms of transport but whatever.

Where is it written that any company needs to present itself "seriously"?

For all the jokes and the metal bar seats I think it's easily the best railway branding and promotional package I've seen in my lifetime.

Please stop the seat wibble. It isn't necessary to voice your opinion about seats in every single thread.

I think Eleanor has devalued LNER as a brand.

No, it hasn't.

The advert depicts this doll walking on chairs, jumping in the aisles and walking on the cealing! Hardly a good advert for good behavior on public transport. Not great for little children to see.

I think the slogan “Freedom all the Way” is not good for young children. It gives the impression train travel is some kind of playground or amusement park.

This is utter nonsense. It's just a puppet that's being used for marketing purposes. You're taking it far too seriously, as are most of the critics in this thread.

So why did they call it LNER then? (I admit that "Esat Coast" is a misnomer, given that many more stations on the east coast are served by Greatr Anglia and Northern. (Even Eaat Midland has a few)

Esat and Eaat? Could you please explain these strange terms?

 

[Sad Sprinter]

It isn't necessary to voice your opinion about seats in every single thread

It is when the seats are that bad.

 

[Spartacus]

Stop taking it so seriously. It's just an advert.


Seriously? In what way is it "demeaning the railway"?


Gresley would probably want to attract as many people as possible to his railway; Stanier is off-topic.


If LNER sold a limited number, there's a big collectors' market out there.


Where is it written that any company needs to present itself "seriously"?


Please stop the seat wibble. It isn't necessary to voice your opinion about seats in every single thread.


No, it hasn't.



This is utter nonsense. It's just a puppet that's being used for marketing purposes. You're taking it far too seriously, as are most of the critics in this thread.


Esat and Eaat? Could you please explain these strange terms?

Do you perhaps need to go back to bed and get out the right side?

 

[norbitonflyer]

Esat and Eaat? Could you please explain these strange terms?

I'm sure you realised those aer typos for "East"

 

[Spartacus]

The biggest query I have with Eleanor is why they've gone to the trouble (and presumably expense) to commission a named character and then she has from what I can see no characterisation or 'personality' in the ads. She's just there, on the train. The only video ad that I can recall seeing her on is the one with the "you can go with this, you can go with, you can go with us" music in the background, which is sending a message about travelling in comfort and not really using Eleanor in any way. If you create a character they need to actually have some sort of characterisation.

At least the Southern one up-thread had some sort coherent message as a mascot, even if it didn't quite work.

I watched the ad closely last night and I've never noticed it but you're right, all she actually does it get in the way and detract from what the ad is actually trying to show you, the benefits of train travel, specifically with LNER. Ignore Eleanor and you can see that, pay attention to her, which is what most people will do, and you hardly see it, you just see a dancing doll.

I suppose at least it's not quite down the Heat Electric Creature Comfort ads which the majority thought were for gas, it's still recognisably LNER, but the mascot distracting from what you're advertising, people recognising the mascot, not the benefits, can't be great.

Now I think about it the Eleanor ads are practically an Intercity 'Relax' advert if you take away the doll & change the music.

 

[norbitonflyer]

the mascot distracting from what you're advertising, people recognising the mascot, not the benefits, can't be great.

Think of Buzby and Beattie - can you remember what particaular features of Post Office Telephones' / British Telecom's services they were advertising? All most people seem to remember is the line "you got an -ology"

(To be fair, I do remember one, where Beattie phoned a random 0800 number for no reason except that she couldn't resist a freebie)

 

[sh24]

Remember the Cadbury’s Gorilla? That is what every mascot is trying to be. It’s about people remembering the brand and giving it consideration not a brochure of the dubious virtues of an Azuma.

 

[mpthomson]

Do you perhaps need to go back to bed and get out the right side?

He’s entirely correct though. I love this forum but the it amazes me that some posters can’t see that these adverts are not aimed at rail enthusiasts, who make up a tiny proportion of rail travellers, but instead at the general public, who don’t care about historic railway companies/ locomotives or anything similar and who need more generic and memorable advertising so that the name LNER sticks in the mind when considering how to get from London to Scotland. No one thinks that you can do on a train some of what this puppet does on the adverts, that’s just nonsensical as is idea that rail advertising should be serious because… reasons.

That’s what advertising is about, getting the product talked about, for better or worse, see Gio Comparo, We Buy Any Car, Jet2’s Jess Glynne earworm, Money Supermarket, the Compare the Market meerkats, Just Eat, Safestyle UK to go back a few years, Cillit Bang etc. All hugely irritating but incredibly effective which is why those campaigns existed for many years

The fact that Eleanor has generated 4 pages of mostly slightly pearl clutching comments just shows how effective it’s actually been.

== Doublepost prevention - post automatically merged: 21 Oct 2025 ==

Remember the Cadbury’s Gorilla? That is what every mascot is trying to be. It’s about people remembering the brand and giving it consideration not a brochure of the dubious virtues of an Azuma.

Indeed

== Doublepost prevention - post automatically merged: 21 Oct 2025 ==

I watched the ad closely last night and I've never noticed it but you're right, all she actually does it get in the way and detract from what the ad is actually trying to show you, the benefits of train travel, specifically with LNER. Ignore Eleanor and you can see that, pay attention to her, which is what most people will do, and you hardly see it, you just see a dancing doll.

I suppose at least it's not quite down the Heat Electric Creature Comfort ads which the majority thought were for gas, it's still recognisably LNER, but the mascot distracting from what you're advertising, people recognising the mascot, not the benefits, can't be great.

It detracts from nothing, it’s doing exactly what advertising is supposed to do, which is to be memorable. It’s not supposed to be a list of all the benefits of rail travel.

 

[Dave W]

I think Eleanor has devalued LNER as a brand. This is a route associated with the Flying Scotsman, Mallard and the Gresley Streamliners. Indeed, the London Weekend Television adaptations of Christie's Poirot starring David Suchet used a CGI of an A4 branded LNER in the titles. Had LNER been the brand for East Coast Main Line services then, it would have free, classy, advertising. Maybe this was a factor in Sea Containers using GNER as the branding when they won the InterCity East Coast franchise?

Of all the grumpy old man rose tinted glasses stuff in this thread, this takes the cake. Don't bother advertising in a modern way lads, a television programme used CGI of an A4 in its opening titles! In the 1930s a couple of named steam locomotives were around, so we can't ever do anything differently despite the entire world changing in the 100 years hence!

And somehow since that we've got onto paint froth and people complaining about people complaining about seats! Eyes down for a Rail Forums full house!

Devalued! Come on now...

 

[KevinBrum12]

Of all the grumpy old man rose tinted glasses stuff in this thread, this takes the cake. Don't bother advertising in a modern way lads, a television programme used CGI of an A4 in its opening titles! In the 1930s a couple of named steam locomotives were around, so we can't ever do anything differently despite the entire world changing in the 100 years hence!

And somehow since that we've got onto paint froth and people complaining about people complaining about seats! Eyes down for a Rail Forums full house!

Devalued! Come on now...

LNER have a heritage that should be celebrated. It was only a couple of months ago that we had the Railway 200 celebrations, with the East Coast Main Line being a focus.

Why do you think Sea Containers dropped the InterCity East Coast branding, used GNER (not LNER so they did not have to pay DaFT royalties) and had an image of reviving the golden days pf the East Coast Main Line with the likes of Project Mallard, rather than trying to appeal to infants not clever enough to understand the concepts in Sesame Street?

 

[Bletchleyite]

Devalued! Come on now...

I doubt it's devalued much because those who aren't interested in it just ignore it; someone is hardly going to go running to Lumo just because of a silly Muppet doll (though they might because it's cheaper and the seats are better). But it is incredibly naff, and ironic given that its "Freedom all the way" slogan is pushed by a TOC who want to remove passenger freedom in favour of compulsory reservation and Advance-only ticketing.

 

[sh24]

Also worth pointing out LNER will have a whole raft of data, starting with NPS (Net Promoter Score) and working through all of the angles of advertising that help them assess the benefits of their campaigns. If they weren't working, they wouldn't be using them.

 

[Sad Sprinter]

LNER have a heritage that should be celebrated. It was only a couple of months ago that we had the Railway 200 celebrations, with the East Coast Main Line being a focus.

Why do you think Sea Containers dropped the InterCity East Coast branding, used GNER (not LNER so they did not have to pay DaFT royalties) and had an image of reviving the golden days pf the East Coast Main Line with the likes of Project Mallard, rather than trying to appeal to infants not clever enough to understand the concepts in Sesame Street?

You have a point, look at GWR and Southern. Nostalgic quality sells.

 

[Krokodil]

You'd also think that they could advertise their destinations in the process. Surely one of the most important things about a transport "product" is the destination. LNER need people to be saying "it would be nice to go to York on the weekend" or "flying to Edinburgh is too much hassle, let's take the train"

 

[Dave W]

I doubt it's devalued much because those who aren't interested in it just ignore it; someone is hardly going to go running to Lumo just because of a silly Muppet doll (though they might because it's cheaper and the seats are better). But it is incredibly naff, and ironic given that its "Freedom all the way" slogan is pushed by a TOC who want to remove passenger freedom in favour of compulsory reservation and Advance-only ticketing.

All marketing is irony. "Here's a great deal - which is actually better value for us to offer you".

You have a point, look at GWR and Southern. Nostalgic quality sells.

Does it? According to who? To which groups? Second guessing marketing agencies who are experts in their field, to apply old ways of doing things. The Five stuff - and the wider deployment of nostalgia in GWR's marketing - is clearly something that their marketing partners will have identified. Maybe - no matter what we think - that isn't what LNER found in their market research.

FWIW I absolutely think there is a place for it - I find the Cunard Line marketing absolutely incredible - aspirational, opulent, nostalgic. All the things I want to feel about going on a cruise. But do I feel the same way about train travel? Perhaps the users of GWR do, and the users of LNER don't?

 

[Sad Sprinter]

All marketing is irony. "Here's a great deal - which is actually better value for us to offer you".



Does it? According to who? To which groups? Second guessing marketing agencies who are experts in their field, to apply old ways of doing things. The Five stuff - and the wider deployment of nostalgia in GWR's marketing - is clearly something that their marketing partners will have identified. Maybe - no matter what we think - that isn't what LNER found in their market research.

FWIW I absolutely think there is a place for it - I find the Cunard Line marketing absolutely incredible - aspirational, opulent, nostalgic. All the things I want to feel about going on a cruise. But do I feel the same way about train travel? Perhaps the users of GWR do, and the users of LNER don't?

Nice comfy seats, dining cars, good service? I’ll be up for that.

 

[43074]

You have a point, look at GWR and Southern. Nostalgic quality sells.

I certainly don't associate today's Southern brand with nostalgic quality. That brand was thoroughly tarnished by the strikes in 2016/2017, and in my opinion hasn't recovered since.

== Doublepost prevention - post automatically merged: 21 Oct 2025 ==

Nice comfy seats, dining cars, good service? I’ll be up for that.

To a large extent that market is covered by the likes of the Midland Pullman, or by GWRs Pullman Dining. But no one is going to be putting a dining car on the 1824 Victoria to Eastbourne.

 

[Bletchleyite]

All marketing is irony. "Here's a great deal - which is actually better value for us to offer you".

I think that's a bit unduly cynical. It is possible to market honestly and to come up with a proposition which is both good for the customer and for the business - the elusive "win win". Big business is typically a bit dishonest and obfuscatory in this regard, though.

 

[Sad Sprinter]

I certainly don't associate today's Southern brand with nostalgic quality. That brand was thoroughly tarnished by the strikes in 2016/2017, and in my opinion hasn't recovered since.

It certainly was when it was first announced.

 

[sh24]

We are often critical of normals failing to understand railways, this thread is becoming rail enthusiasts failing to understand marketing.

 

[Spartacus]

It detracts from nothing, it’s doing exactly what advertising is supposed to do, which is to be memorable. It’s not supposed to be a list of all the benefits of rail travel.

Being memorable doesn't necessarily help if people don't get a proper idea of your product, and she is supposed to be showing the the benefits of rail travel, the 'this and that'. It's a common problem to be avoided in advertising. I realised, after someone mentioned it above, and after seeing the ad dozens of times, that every time I was focusing on Eleanor, not what she was supposed to be showing me, with the exception of the traffic. I'd not taken note of anything inside the train until I decided to consciously ignore her. Now, it's something you can get away with if you've a good enough brand with good enough goodwill, but don't think any rail company comes even close to that now.

ITV Digital's monkey did a great job of selling woolly monkeys, but a lousy job of selling set top boxes; people sent the boxes back and kept the monkey; in the end a job lot of monkeys was the most valuable thing about ITV Digital!

 

[mpthomson]

Also worth pointing out LNER will have a whole raft of data, starting with NPS (Net Promoter Score) and working through all of the angles of advertising that help them assess the benefits of their campaigns. If they weren't working, they wouldn't be using them.

Please don’t bring common sense and facts about how companies decide how to advertise and monitor said advertising into this….

== Doublepost prevention - post automatically merged: 21 Oct 2025 ==

Being memorable doesn't necessarily help if people don't get a proper idea of your product, and she is supposed to be showing the the benefits of rail travel, the 'this and that'. It's a common problem to be avoided in advertising. I realised, after someone mentioned it above, and after seeing the ad dozens of times, that every time I was focusing on Eleanor, not what she was supposed to be showing me, with the exception of the traffic. I'd not taken note of anything inside the train until I decided to consciously ignore her. Now, it's something you can get away with if you've a good enough brand with good enough goodwill, but don't think any rail company comes even close to that now.

ITV Digital's monkey did a great job of selling woolly monkeys, but a lousy job of selling set top boxes; people sent the boxes back and kept the monkey; in the end a job lot of monkeys was the most valuable thing about ITV Digital!

Everyone knows what a railway does… Focussing on Eleanor is fine, your brain still associates it with LNER, even if you find it hugely irritating. They could introduce an advert narrated by someone ‘normal’ listing the benefits of rail travel alongside pictures of the inside but it would be a forgettable and ineffective advert. TV adverts have 30 seconds or less to stick in your brain, so especially with something as commonplace as rail travel it needs to grab the attention rapidly, hence using something eye-catching like this puppet. It’s not aimed at rail enthusiasts.

This is well understood by successful advertisement makers globally. It’s not as if there isn’t a huge body of research into effective advertising or anything or masses of analytical data generated by the transmission of these ads.

 

[yoyothehobo]

The average person booking a train ticket in the Uk doesnt care about Sir Nigel Stanier or William Gresley. They dont care about the trains that ran 100 or 50 years ago.

Will Eleanor convince people to get the train rather than drive? I dont know, but it is a simple mascot, with a close phonetic association.