London Northwestern Railway (LNR) is unveiling enchanting events to celebrate the arrival of its new state-of-the-art electric trains, which magically offer 20% more seats than its previous trains.

The train company, which runs most of the services going in and out of London Euston, is in the middle of a £1billion rollout of 36 new Class 730 trains, which have 406 seats compared to 233 seats on the trains they are replacing on the popular London to Crewe route.

To mark the milestone, on Monday, 10th November, LNR took over Milton Keynes station, one of its flagship stations on the route for its new trains, with an installation of a larger-than-life toy model of a Class 730 bursting out of an enormous Christmas gift box on the station concourse. The festive installation, which celebrated the arrival of the new trains, really is an early Christmas “gift of comfort” to commuters and families alike.

Throughout the day, from 7 am until 7 pm, LNR staff spread festive cheer with a special passenger giveaway. Travellers were offered brew boxes and scratch cards, with 300 lucky winners taking home plush toy replicas of the new Class 730. Overall, 2,000 brew boxes were distributed. Those who didn’t win a plush toy could scan a QR code on their scratch card to enter an exclusive competition as LNR teamed up with London Theatre Direct to offer the chance to win West End theatre tickets and travel to London. The perfect festive outing.

Dedicated time and effort went into the creation of the spectacular activation, featuring a giant toy model of the Class 730, which was captured on film and shared on social media.

LNR will also be hosting a special screening of the eagerly anticipated new movie Wicked For Good to mark the launch, and is taking over the Northampton Filmhouse for an evening of pink-and-green-themed celebrations that reflect both LNR’s branding and the film’s distinctive colour palette.

The event will take place on the same night that the Wicked sequel premieres across the country. Selected journalists and influencers will be invited not just to watch the movie, starring Cynthia Erivo, Ariana Grande, Jonathan Bailey and Jeff Goldblum, but to sample Wicked-themed cocktails, new train-themed goody bags and spell-binding food, and to see the first screening of the new LNR cinema campaign advert.

LNR has chosen Northampton for their special night to mark the launch, as it’s another of the service’s key destinations for their comfortable and accessible new trains, which they hope will massively improve journeys for the 37million commuters and travellers who use LNR trains per year.

LNR will also be running its new 110mph, air-conditioned, walk-through trains, which feature tables and power sockets at each spacious seat, as well as free Wi-Fi, to Crewe, Lichfield, Nuneaton, and Rugby, with more destinations planned.

The whole campaign to raise awareness of the new LNR trains is the joint brainchild of LNR and Brighton-based creative agency Anything Is Possible.

Laura Donnelly, LNR’s head of sales and marketing, said: “This campaign is a magical way of telling new and existing customers that the arrival of these new trains really is a gift. They will make a real difference, bringing more capacity and modern features to the millions of commuters and leisure travellers who use our services to and from London each year.”

Sam Fenton-Elstone, CEO and co-founder of Anything Is Possible, said of the whole campaign: “LNR’s massive investment in the new Class 730 fleet and enhanced passenger experience demanded a campaign equally ambitious. At Anything is Possible, we dare to leap into the possible. Our mission was to make this upgrade a tangible ‘gift of comfort’ for the 37 million people LNR serves. By unifying imaginative creative with an effectiveness-first media strategy, we deliver the decisive awareness required for undeniable results.”