Waking up in Scotland
Our latest marketing partnership with Caledonian Sleeper has delivered strong results, inspiring visitors to choose Scotland for a winter break and showcasing the power of partnership marketing.
The campaign showcased the magic of waking up to the Scotland of your dreams - from mist‑covered mountains to cosy firelit pubs - all reached by the iconic overnight rail service.
Across TV advertising, digital activity and a dedicated campaign webpage, the partnership highlighted rail as a comfortable, sustainable and memorable way to travel north from London and the Southeast during the shoulder season.
The activity generated over 1000 Caledonian Sleeper booking, and supported over 5000 hotel bookings, worth an estimated £1.7 million to the visitor economy.
The campaign also aligns with growing visitor interest in sustainable travel. New research from holidaycottages.co.uk finds that 45% of UK families now choose public transport for their holidays, with "railcations" emerging as one of the standout travel trends for 2026.
The West Highland Line is highlighted among the UK’s top family rail adventures, reinforcing Scotland’s reputation for offering some of the most scenic and sustainable journeys in the country.
This partnership demonstrates the impact of working together to reach new audiences, extend seasonal demand, and deliver meaningful benefits for tourism businesses and communities across Scotland.