Caledonian Sleeper

Project: Dream Big

This one’s for the dreamers 

Lifestyle & leisure
Mobility & transportation

With an incredible new fleet of overnight trains, Caledonian Sleeper needed a campaign that could change perception and appeal to a younger audience of travellers with fine tastes and big dreams.

01The Context

With £150 million investment, Caledonian Sleeper launched a new fleet of trains with the potential to transform the iconic brand and unlock a world of possibilities.

02The Move

Taking Caledonian Sleeper from traditional, classic train service to a modern, premium experience. The travel choice for dreamers.

03The Action

Dream Big, a fully integrated campaign that used emotional, aspirational storytelling to help an iconic brand reach a new audience.

04The Impact

The initial impact was impressive with sales up 280% on day one compared to previous average daily sales. £660,000 of tracked revenue.

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