The rail service hopes to bring the magic back to overnight travel, with the help of an advertising and fully integrated campaign from Weber Shandwick Scotland.
It promises a hotel-style experience, with a range of new accommodation features including rooms with double beds and en-suite toilet and shower. To mark the transformation of the service, the campaign will encourage people to ‘Dream Big’ and unlock a world of possibilities with the new service.
It features a film about Marilyn, a young woman travelling on the train from Glasgow to realise her dream of becoming a leading light in London’s West End, and aims to drive awareness 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: "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."
Serco’s managing director for Caledonian Sleeper, Ryan Flaherty, said that their new trains have been years in the making and to see them make their debut was a huge moment for everyone involved.
"For such an iconic service it was important that we made a huge impact on the market when we launched our new trains," he added. "I can’t wait to see how our guests react to the new trains and the campaign."