Caledonian Sleeper back on track with new ad blitz

Caledonian Sleeper, the overnight sleeper train service that runs between London and Scotland, is launching a new brand positioning ‘Wake Up To A Unique Way’ with a multichannel campaign designed to drive traffic to the brand’s website – and ultimately bookings.

The push comprises a TV campaign, backed by extensive social media activity across Facebook and Instagram platforms, with a programmatic push running in tandem, geo-targeting train stations and airports.

The campaign follows on from the 2019 ‘Dream Big’ campaign and aims to communicate the quality of the sleeper train experience, compared to driving or taking a flight to Scotland.

Caledonian Sleeper leaves Euston each evening Sunday to Friday, heading North. It takes around seven and a half hours to get to Edinburgh where it divides into three parts with one running to Fort William, one Inverness and one Aberdeen. The Fort William and Inverness trains cut straight into the Highlands.

A full service has recently been restored following a reduced timetable due to Covid restrictions, although passengers are still required to wear a facemask.

The new positioning and campaign is the first launched by full-service creative agency Twelve since being appointed to the account at the end of 2021. Media has been handled by The Village and production by Pink Banana.

Hollie Fraser, marketing manager of train operator Serco, said: “This campaign showcases the unique and memorable experience of the Caledonian Sleeper at a time when society is returning to travel, post-pandemic. We’re looking forward to raising awareness among new and existing customers as they begin to plan opportunities to connect with people and places.”

Twelve business director Claire Fox added: “The team have really enjoyed creating this campaign – not least because we got to experience first-hand, the amazing Caledonian Sleeper experience. I hope this inspires a new generation of train travellers.”