Greater Anglia, the train operating company covering London and East Anglia, has launched a whimsical festive campaign.

Created by Atomic London, the spot ‘The Wonder of Christmas’ was inspired by the whimsical adventures of 'Alice in Wonderland.’ It follows the success of their imaginative 'Where Wonder Starts' integrated brand campaign that launched in the summer.

The ad aims to increase brand awareness and encourage people in the East Anglia region to travel by train this Christmas. It hopes to highlight ‘the ease, comfort, and joy of travelling with Greater Anglia’. The spot will run across TV, outdoor, digital, social, and owned media channels.

Building on the narrative of the previous campaign, the Christmas advert continues the theme of following your curiosity and thirst for adventure. A theme which is brought to life by the Greater Anglia Hare. This time, the animated Hare goes on a seasonal escapade, guiding viewers through the magical Christmas destinations of East Anglia and London and into the cosy hearths of family homes.

The Hare, Greater Anglia's figure, is designed to symbolise ‘the swift and liberating experience of train travel’ with the brand. The campaign draws viewers into a yuletide narrative where the Hare becomes a festive guide, highlighting the festive destinations along Greater Anglia’s routes.

David Metherell, Head of Commercial Development at Greater Anglia, explains: "The introduction of the ‘Where Wonder Starts’ campaign marked a new direction for our marketing efforts. With this festive campaign, we aim to build on that momentum, inviting new and returning customers to experience the comfort and convenience of our trains. Whether it’s visiting family, Christmas shopping or enjoying one of the many festive activities in London, Cambridge or Norwich, travelling by Greater Anglia makes it easier to enjoy the moments you love this season.”

John Cherry, Executive Creative Director at Atomic, added: "Building on the success of 'Where Wonder Starts', we've captured the essence of Christmas in East Anglia. It’s more than just travel; it’s about the magical experiences along the way, made better by the convenience and pleasure of train travel during the hectic Christmas period."