Campaign design | Caledonian Sleeper
We created the ‘Dream Big’ campaign for Caledonian Sleeper which launched their new £150m fleet of trains. Offering a hotel-style experience, the new trains feature a range of new accommodation including rooms with double beds and en-suite toilet and shower. We were tasked with creating a multi-platform campaign for domestic and international audiences that would introduce the new fleet and drive brand awareness while still growing sales and demand of the existing outgoing trains.
‘Dream Big’ marked the transformation of the service and encouraged people to ‘dream big’ and unlock a world of possibilities with Caledonian Sleeper. Specifically targeting events travellers, we wanted to illustrate that the sleeper trains, with their rich 145-year history, are not simply a means of travelling from A to B but deliver timeless experiences. The idea behind the Dream Big campaign was to transport the audience to a bygone era, with a hint of modernity provided by the new trains, dubbed ‘hotels on wheels.
The campaign centred around a short film, supported by traditional print media, programmatic digital, social, influencer and media relations.