East Midlands Railway's Miles goes on an epic adventure in new campaign
Published on 23rd January 2025East Midlands Railway (EMR) has launched an epic new multi-channel campaign by McCann Birmingham featuring brand character, Miles.
The action-packed campaign aims to drive leisure and business travel and promote advance booking for the rail operator.
Now in his fourth year, Miles is on an adventure like never before. Encapsulating the truth of the excitement around a day trip, the ‘Make every trip epic’ campaign follows Miles as he journeys to London and is transported into a comic-book style world. He swings to safety as he’s chased by the London Eye and battles the Shard with the help of Beefeaters, before reflecting on his epic day out on his train journey home.
The campaign will run across broadcast, cinema, OOH and online and scored an impressive 4.2 Star Rating from System1.
Jenna Cowie, Head of Revenue and Marketing at EMR said: “Our much-loved brand character, Miles, is embarking on an exciting new adventure, and the team at McCann has pushed the boundaries with bold new ideas and an innovative production approach, they’ve created two brand worlds that will take viewers on an unforgettable, epic journey!”
Adam Bodfish, Executive Creative Director at McCann Birmingham said: “A day trip to London is always exciting and full of adventure, so we wanted to capture that feeling in a distinct way – taking Miles on an epic new journey unlike anything before.”
The EMR campaign was awarded to McCann Birmingham’s in September, but McCann Birmingham have been on the rail operator’s roster since 2022, having previously launched the Luton Airport Express sub-brand in March 2023.
Read more on Campaign.
