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.”