Agency: The Union, Feather Brooksbank | Authors: Lesley Cullen, Geraldine Maguire, Don Roberts, Beverley Hart and Lisa Howlett |
Scottish Awards 2001
ScotRail
Famous for 15 minutes
SUMMARY
In 1999 consumer attitudes towards train travel were poor. However towards the end of that year ScotRail committed to investing 200m to launch a fleet of state-of-the-art trains between Edinburgh and Glasgow. This would take train travel into the 21st century and improve attitudes and perceptions towards the brand.
Until disaster struck and the manufacturer announced the trains would be delayed. ScotRail...