Overview
- Caledonian Sleeper unveiled a first-ever full train wrap on four coaches at London Euston on Thursday, May 28, using Outlander imagery to promote Scotland.
- The visual takeover is a collaboration between Caledonian Sleeper, VisitScotland and Sony Pictures Television and is meant to drive travel to filming locations.
- Actor Sam Heughan attended the launch and the operator plans an Outlander-inspired summer menu on board that will include Heughan’s whisky, The Sassenach.
- VisitScotland and the operator say the campaign positions overnight rail as a greener, experiential way to reach Scottish gateways such as Edinburgh and Inverness from London and Birmingham.
- Outlander has been credited with boosting screen tourism to Scotland over the past decade, and partners expect the wrap and tie-ins to turn on-screen interest into bookings and local visitor spend.