ScotRail launches push for Caledonian sleeper service

ScotRail is launching its first marketing support for the sleeper services saved from closure last year by high-profile public opposition.

The company, which is in pre-privatisation limbo, is revamping its Caledonian Sleepers service to appeal to both business and tourist travellers. It has cut costs by reducing the number of trains but has invested in airline-style service with reception lounges and on-board food and drink.

The estimated 1m support includes a press and poster campaign which attacks rival airline services. The intention is to demonstrate the benefit of an overnight sleeper compared with an early morning flight from Scotland to London.

“It is a significant campaign both financially and in terms of image because the sleepers are an internationally known brand,” says ScotRail marketing manager Mike Ashton.”We have effectively become a tourist company – it is not enough to say we run trains anymore.”

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here