Travel; that ability to move freely and escape the everyday is something that is uniquely precious in the wake of the Coronavirus crisis. The deliciousness of this pure escapism is brought to life by the new brand campaign from Caledonian Sleeper.

The new brand positioning ‘Wake Up To A Unique Way’ will run on TV and be supported by an extensive social media campaign across Facebook and Instagram. While the TV spots ASMR-friendly voice over will leave even the most stressed-out viewer inhaling at the mere thought of taking the Sleeper and waking up in the endless space of Scotland.

A programmatic campaign will also run in tandem with the social campaign, geo-targeting train stations and airports at a time when consumers are reconsidering how, when and why they travel.

The new campaign is the first launched by full-service creative agency, TWELVE since being appointed to the account at the end of 2021.  Media has been managed by The Village and Production by Pink Banana.

Says Hollie Fraser, Marketing Manager at Serco, “We’re really excited by this campaign and how it showcases the unique and memorable experience of the Caledonian Sleeper at a time when society is returning to travel, post-pandemic.  We’re looking forward to raising awareness among new and existing customers as they begin to plan opportunities to connect with people and places.”

Claire Fox, Business Director at TWELVE added: “I hope this inspires a new generation of train travellers.”

A hope that comes at a unique moment in our collective history; one in which sustainability and wellbeing are rising up the consumer and business agenda alike. Making this campaign and the gentle escapism it suggests, pitch perfect.