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The Caledonian Sleeper service gets a luxurious makeover

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The London-to-Scotland rail Caledonian Sleeper service that exists to carry Londoners and Scots back and forth in great comfort, is to be given a complete overhaul with new branding by Weber Shandwick and new train interior designs from Ian Smith Designs. The makeover has been commissioned by Serco, who are set to take over the running of the service from ScotRail when the new service is launched on April 1st. The £150 million new fleet of trains (75 new carriages built by manufacturer CAF), however, are not set to come into service until at least 2018, with the redesigns set to herald a move into “World-class rail hospitality.” Indeed, Caledonian Sleeper managing director Peter Strachan is so confident about the quality of these new designs, that he feels they will help claim passengers not just from rival rail services, but from airlines too.

The Caledonian Sleeper service is to be given a complete overhaul with new branding by Weber Shandwick and new interior designs from Ian Smith Designs

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Weber Shandwick's branding is created around an elegant “White Stag” logo, which will be applied to the website, as well as all marketing materials and (of course) to the train's exteriors. The white stag positioning is inspired by the nickname of the Fort William to London route, which is known as the Deerstalker, it has five point antlers, representing the three Highland and two Lowland destinations covered by the service. It's also got a bold, sleek and contemporary look that really sells it as a luxury brand.

The makeover has been commissioned by Serco, who are set to take over the running of the service from ScotRail

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Ian Smith Design, meanwhile, has crafted the interiors of not only the interiors of the new sleepers, but the guest service centre in Inverness. The trains will offer ensuite berths, a “Brasserie” Club Car and, according to Serco, will be the first train service to offer pod-style beds. Local suppliers are being used for the train interiors, with the beds being supplied by Aberdeen social enterprise Glencraft. The trains will also features cradle seats for standard-class guests and films and TV available via free WiFi. The Inverness Lounge will feature shower facilities and an area for guests to relax and prepare for their journeys. Everything in the lounge will be softly furnished and in line with the designs of the sleeper cars. Outside the trains, new guest information totems will be installed at all of the service's 48 stops, and there will be a new onward travel information system and free station WiFi access.

Weber Shandwick's branding is created around an elegant “White Stag” logo, which will be applied to everything from the website to the train's exteriors

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Scottish First Minister Nicola Sturgeon, who is launching the service, said “When the Scottish Government set the specification for the refranchising of the Caledonian Sleeper service,” they were clear that it had to become “So much more than a commuter rail trip for those travelling between Scotland and London.” Everyone already knew that the route offered a wonderful backdrop, but what the government wanted, was for the journey to “Become a destination in itself, and take a larger tourism role in promoting Scotland.”

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