Member Article

Caledonian Sleeper launches new brand campaign

Caledonian Sleeper is launching its new brand positioning ‘Wake Up To A Unique Way’ with a campaign that will be run on TV supported by an extensive social media campaign across Facebook and Instagram platforms. A programmatic campaign will also run in tandem with the social campaign, geo-targeting train stations and airports.

The campaign follows on from the success of Caledonian Sleeper’s 2019 ‘Dream Big’ campaign and aims to drive traffic to the brand’s website while communicating the quality of the sleeper train experience, compared to driving or taking a flight to Scotland.

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 managed by The Village and Production by Pink Banana.

Says Hollie Fraser, Marketing Manager at Serco, “We’re really excited by this campaign and how it 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.”

Claire Fox, Business Director at TWELVE adds: “The team have really enjoyed creating this 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.”

The campaign will run from early March 2022.

This was posted in Bdaily's Members' News section by Business News .