As I recall it was a 2015 attempt by the new Virgin franchise to annoy Grand Central by offering the first direct London departure from Sunderland in the morning, and the last arrival in the evening.
In reality it carries very few people beyond Newcastle and that last leg in the evening is very often cancelled at the slightest hint of late running, and Sunderland passengers put in a couple of taxis.
It runs as an Azuma now, which beats having to wobble all the way from London to Sunderland in a ghastly 180 I suppose.