Caledonian Sleeper engaged Weber Shandwick to launch their first new fleet of trains in 40 years. We were challenged to create a compelling campaign for domestic and international audiences that would introduce the new fleet and drive awareness while still growing sales and demand of the existing outgoing trains.

To mark the transformation of the service, we launched a magical new campaign and brand to encourage people to ‘Dream Big’ and unlock a world of possibilities with Caledonian Sleeper. Dream Big talks to both the functional – comfort and sleep on board – and more importantly the emotional benefit to realise your dreams. It is a timeless experience of discovery and travel.

The campaign centred around a short film, supported by traditional print media, programmatic digital, social and media relations. The initial results were impressive with sales up 280% on day one compared to previous average daily sales.

Team
Creative Director - Dale Watkins
Art Direction & Design - Craig Packer
Illustration & animation - Kevin Biggins
Production - Green Room Films