Passenger volumes on LNER (London North Eastern Railway) fell by 95% in the first year of COVID as many people reverted to using cars for any journeys. As pandemic restrictions eased, LNER aimed to recover faster than any other operator by communicating rail travel gives you a feeling of making progress because of the things you can do from a train seat. Since rail travel continued to be complicated by strikes and engineering works, creative and media needed an agile approach. Overall, LNER outperformed its category, and kept growing. Communications generated an estimated 3.38m incremental journeys in 2021-2023, worth £134.6m of revenue.