Train Wins | ScotRail

✒ Scotland's national rail service, ScotRail, approached the agency with a request to build a campaign promoting three of their services which were under-used. The services were Advance Tickets, Off Peak Tickets, and Kids for a Quid, their initiative where children travelled cheaper with an adult.

The conceptual team who worked on this project created the Train Wins campaign, designed to show that when you travel by train, you win on price, convenience and speed. 

I was entrusted with the rollout of this campaign, including creating headlines for branding assets, as well as landing page and website copy for the subsequent web pages that were being created.

In addition to the digital and OOH assets, the larger team developed an interesting activation, pitting a Lamborghini supercar in a race against a passenger train, Glasgow station to Edinburgh station. The event was conducted by Forth1, Glasgow's premier radio station, and made papers across both cities. I was charged with creating a short, sharp headline that could live on the car and call viewers' attention to the campaign. 

Client: ScotRail
Lead Copywriter: Callum Robertson
Designer: Mark Hulmes
Company: Frame Agency