Virgin Trains' first direct service from Blackpool to the capital since 2003 departed from Blackpool North station at 5.25am this morning.
The Office of Rail Regulation approved Virgin as the operator in September, as part of a range of service improvements on the West Coast Main Line route that coincide with the award of Virgin Trains' extended franchise.
The previous direct service ran until it was cancelled in 2003 due to a lack of demand.
Commuters from Blackpool North will have access to daily weekday trips to London Euston. The service departs at 5.25am and calls at Kirkham & Wesham, Poulton le Flyde, Preston, Wigan North Western, Warrington Bank Quay, Crewe and Nuneaton before arriving in London at 8.34am. The return service from London Euston departs at 4.33pm and arrives back in Blackpool at 7.31pm.