Linked billboards form train carriages in new 3D campaign

East Coast Mainline has today launched a 3D outdoor advertising campaign across Edinburgh in the hope of persuading Edinburgh to London travellers to take the train rather than fly.

Developed by Posterscope, the campaign combines 2D and 3D builds with lighting effects to create the illusion of an approaching train “with the look and feel of home”, and is to be located at the Haymarket media site overlooking one of the entrances to the city en route from the airport.

The creative is designed to promote the “comfort benefits of rail travel, while communicating the message that passengers will feel at home when travelling with East Coast Mainline.”

Customisations inside the train include front doors, a cat in the window and hanging plants.

“This demonstrates how the use of terrific customisations and innovative lighting techniques on iconic sites can produce stand-out OOH campaigns,” said Chris Hicks, senior project manager at Posterscope.

“The dominant Haymarket site, as a gateway to Edinburgh, gave us scope to prove that exciting special builds can be delivered beyond London’s realm.”

Peter Williams, commercial director at East Coast Mainline, added: “Our core message of ‘feeling at home’ on East Coast Mainline comes to life with this attention-grabbing outdoor campaign.

“We are confident that the use of innovative and pioneering communications solutions will help influence consumer perceptions of the convenience and comfort of travelling by train.”