Friday 26 April, 2019

Weber Shandwick has worked with Caledonian Sleeper for a number of years, and we are now getting ready to help them launch new trains for this iconic overnight rail service between Scotland and London.

One of the biggest and most integrated projects we’ve ever worked on, Caledonian Sleeper’s new trains will take the service to another level, for the first time offering rooms with double beds and en-suite toilet and showers.

A key part of the build-up to the launch of the new trains has been a teaser campaign featuring iconic locations served by Caledonian Sleeper. We created a suite of illustrated posters with a nod to the proud history of the service that has been in operation since 1873. These nostalgic destination posters have immediately been a hit on social media and with rail and travel enthusiasts.

Locations across the UK have been given a creative treatment, highlighting some of their most iconic features, from the Forth and Tay bridges, to Edinburgh Castle, to the shores of the Thames.

Moray Macdonald, Managing Director of Weber Shandwick in Scotland said: “I’m super proud of all the work that Weber Shandwick has done for Caledonian Sleeper and can’t wait for people to see the marketing launch of these amazing new trains. 

“These illustrated posters are a beautiful way to celebrate the timeless experience that Caledonian Sleeper provides and to hint at the magic of the new trains that are about to enter service. These lovely posters have all been created in our Glasgow studio by the talented Kevin Biggins and a brilliant example of the high quality design that we are producing for clients.”

Inspired by the history of the service, Kevin created something that celebrated the heritage but also looked to the future.

Speaking of his designs, he said: “Looking into Caledonian Sleeper’s proud history of iconic and timeless travel imagery, we were inspired to produce a brand new set of posters that could bridge the company’s past with the launch of their new fleet. We worked to create a classic and dynamic set of posters, starting with small thumbnail scamps and then larger sketches before recreating these digitally and typesetting.

“Time and care was taken to create a varied palette of night time colours, from dusk to dawn, that help illustrate a sense of atmosphere and light. It all comes together in a set of dramatic posters that hopefully celebrate the timeless and magical experience of travelling on Caledonian Sleeper.”


Weber Shandwick Creative Director Dale Watkins has overseen all of the visuals behind the new trains project.

Dale said: “What began as a simple request for the decoration of the Caledonian Sleeper guest lounges quickly formed part of the broader Caledonian Sleeper new trains campaign.

“The nostalgia and romance of vintage rail posters provided the perfect segue to wave goodbye to the outgoing trains and usher in the new fleet.  A set of seven initial posters have been illustrated with three being animated for social channels. The response has been immediate and positive to this part of the integrated campaign.”