Caledonian Sleeper Gets Outlander Makeover As Scotland Campaign Launches

Caledonian Sleeper has unveiled a new branded look on part of its train fleet as part of a collaboration celebrating Sony Pictures Television’s global hit franchise “Outlander”.

The visual takeover, launched following this month’s series finale and ahead of World Outlander Day on 1 June, is designed to encourage fans of the show to visit Scotland and explore the locations connected with the series.

It is the first time Caledonian Sleeper has carried a visual activation of this kind, with Sony Pictures Television becoming the first third-party brand to take over the exterior of the overnight train service.

Four coaches will carry the “Outlander” designs for a limited time, with six different visuals featuring recognisable moments from the show. These include Jamie and Claire Fraser together, the standing stones of Craigh Na Dun, and the message: “Discover Scotland, Home of “Outlander”.

The project has been created with VisitScotland and Sony Pictures Television, highlighting the link between the series and the Scottish landscapes, castles and filming locations that have become familiar to audiences around the world.

Scottish actor Sam Heughan, who played Jamie Fraser in the series, was at London Euston to unveil the wrapped train.

The campaign promotes Caledonian Sleeper’s overnight links from London and Birmingham to more than 35 destinations across Scotland, including routes to the Lowlands and Highlands. The service operates six nights a week and has a heritage dating back more than 150 years.

As part of the collaboration, The Sassenach, Sam Heughan’s whisky, will also be introduced on board this summer as part of a new “Outlander” inspired menu.

The whisky will be served alongside dishes infused with the premium blended whisky, including The Sassenach Chicken Balmoral and The Sassenach Bread & Butter pudding.

Caledonian Sleeper said the partnership aims to tap into the appeal of screen tourism, with fans able to travel overnight to Scotland and visit locations linked to the series.

“Outlander” fans can currently stream Seasons 1-8.

Sam Heughan commented:

“The Caledonian Sleeper is such an iconic train, so to see the show brought to life in this way is both exciting and surreal. There’s something uniquely special about travelling through Scotland by train. It captures the romance, adventure and beauty that is synonymous with the show and is a fitting way to celebrate “Outlander’s” connection to Scotland. Through ventures like Sassenach Spirits and the development of Galloway Distillery, celebrating Scotland’s culture, craftsmanship and storytelling continues to be deeply personal to me. Collaborating on an “Outlander” inspired menu onboard featuring The Sassenach has been a meaningful way to extend the world of “Outlander” beyond the screen and into the journey itself.”

Graham Kelly, Caledonian Sleeper’s Managing Director said:

“We’re excited to unveil the first-ever wrap of the Caledonian Sleeper, and “Outlander” is the dream fit. We’re proud to champion Scotland across every part of the Sleeper experience, from on-board design details to the local products our guests love, and this collaboration builds on that. Like the show, the Caledonian Sleeper offers a sense of journey through time, whisking guests from the bustling cities of London and Birmingham to the serenity of the north of Scotland and our iconic cities such as Edinburgh and Inverness where history comes to life. With Scotland just a sleep away, Outlander fans can follow in the footsteps of Claire and Jamie and experience the places that have made Outlander so iconic. We’re delighted to be working alongside VisitScotland, Sony Pictures Television and The Sassenach to bring that journey to life.”

Vicki Miller, Chief Executive of VisitScotland, said:

“Outlander takes viewers on a dramatic journey to Scotland and what better way to do it in practice than on board the iconic Caledonian Sleeper. We know screen tourism is a powerful trend that drives millions to our country and Outlander can take credit for much of that interest over the past ten years. Those visitors seek to connect with the home of Outlander and immerse themselves in the real story, history, and people of Scotland. Promoting sustainable travel is incredibly important for us as we seek to grow the visitor economy. Our previous partnerships with Caledonian Sleeper have shown there is a strong appetite to travel to Scotland by rail, and we hope the combination of two Scottish icons will continue that success.”

Image: Caledonian Sleeper