Caledonian Sleeper: Dream Big

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Caledonian Sleeper is bringing the magic back to overnight travel – with the help of an advertising and fully integrated campaign from Weber Shandwick Scotland

The rail service has this week launched its £150m fleet of new trains which will transport guests between London and Scotland.

Promising a hotel-style experience, the new trains feature a range of new accommodation including rooms with double beds and en-suite toilet and shower.

And to mark the transformation of the service, a magical new campaign will encourage people to ‘Dream Big’ and unlock a world of possibilities with Caledonian Sleeper.

At the heart of the integrated campaign is 90-second hero film, which stars Marilyn, a young woman travelling on the train from Glasgow to realise her dream of becoming a leading light in London’s West End. Three versions of the film will be served to leisure, business and international audiences.

The integrated approach will include out of home, press and digital advertising supported by social media and earned activity. The film can be viewed here.

Weber Shandwick has worked with Caledonian Sleeper since 2014 and has played a pivotal role in many aspects of the new trains – from creating a new brand, designing the train livery and developing their recently launched new website

The campaign aims to drive awareness and purchase of what the Lonely Planet says is one of the world’s greatest railway journeys.

Moray Macdonald, Managing Director of Weber Shandwick in Scotland, said: “We have worked hand in hand with Caledonian Sleeper for a significant amount of time, building the brand and helping to drive an increase in guest numbers by 25% since Serco took over the franchise.

“Our hero film and advertising campaign sets Caledonian Sleeper apart from its rivals, both in the airline and rail industries, playing on the nostalgic feeling of rail travel while showcasing the modern facilities on board. This is a great example of Weber Shandwick delivering a fully integrated campaign that we know will have a huge impact for our client.”

Ryan Flaherty, Serco’s Managing Director for Caledonian Sleeper, said: “Our new trains have been years in the making and to see them make their debut is a huge moment for everyone involved in making this dream a reality.

“For such an iconic service it was important that we made a huge impact on the market when we launched our new trains. The Dream Big campaign by Weber Shandwick has been designed to do exactly that and they have produced what we think is one of the best UK rail advertising campaigns in generations. I can’t wait to see how our guests react to the new trains and the campaign.”