ScotRail has unveiled its first work by Leith since reappointing the agency in early 2024.
“Journeys well spent” highlights what passengers can spend their time doing while travelling with ScotRail, illustrating that they don’t just make a journey, but spend a journey.
The 30-second film features individual passengers addressing the viewer and sharing how they spend their ScotRail journey.
One traveller says, “I spend mine with a drama but not on the roads”, as she catches up on her favourite series. Another says: “I spend it finding headspace, not parking space.”
The ad concludes by flagging up the savings that can be made with a season ticket alongside the tagline: “Journeys well spent.” It was created by Colin Montgomery, Vinnie Walsh, Troy Farnworth and Phil Evans, and directed by Dominic O’Riordan through Leith Studios.
Andrea McQuaid, head of sales and marketing at ScotRail, said: “We love this new campaign, which very clearly shows that commuting with ScotRail allows you to spend your time being productive or relaxing. And with the savings available with season tickets and Flexipass, there’s great value to be found when you travel to work by train.”
“Journeys well spent” breaks today (13 January) and will run across TV video on demand, radio, digital and out of home, including special builds.
Media buying was handled by Republic of Media.
Ed Brooke, executive partner at Leith, added: “We’re thrilled and very proud to be working with ScotRail (again), a fantastic service enabling millions of passengers each year to travel safely and comfortably, whilst also providing a greener alternative for travellers.”
The Edinburgh-based shop first won the ScotRail account in 2007 following a competitive pitch.
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