This tourism campaign boosted passenger journeys and spending by positioning ScotRail as synonymous with day trips and short breaks. By accentuating how easy and scenic train travel can be, our cross-platform advertising encouraged locals and tourists alike to experience the beauty of Scotland.

89% of viewers surveyed said the campaign had an impact on them

Almost half (47%) said it encouraged them to consider a day trip by train

Brand recognition reached its highest level of the year during the campaign period

79% brand attribution

77% overall engagement