Lumo targets drivers with ‘pump-primed’ campaign showing how to travel to London for less

• Low-cost electric train operator launches advertising campaign at filling station which is the first of its kind for a long-distance operator
• Fuel at highest price for four years due to global uncertainty
• Lumo rail fares between Edinburgh and London typically cheaper than the cost of filling up with unleaded or diesel

Motorists driving to London are being shown how taking the train could save up to half the cost of their journey – as they fill-up at the fuel pumps.

Lumo, the UK’s leading electric train operator that is revolutionising low-cost and eco-friendly cross-border travel, has launched digital screens at a filling station to display real-time travel information and ticket prices.

Lumo believes the bold new trial, a first-of-its-kind partnership with the Smart Outdoor digital advertising firm, will give motorists a timely reminder of a greener and often more affordable alternative to driving between Scotland and England.

Single-fare adult tickets from Edinburgh to London on Lumo start at £38.90 – with even cheaper fares available with Rail Cards. (1)

But a tank of fuel for the 400-mile trip south could cost drivers of unleaded vehicles about £68 and diesel drivers about £76. (2)

The direct journey by Lumo train from Edinburgh Waverley to London King’s Cross can be done in 4 hours 11 minutes – about three hours quicker than by car.

Lumo’s five-carriage 125mph all-electric trains produce significantly lower carbon emissions than car travel, while offering competitive fares and a more relaxed journey experience.

Richard Salkeld, Director of Communications & Partnerships at Lumo, said: “We’re taking the rail conversation directly to where it matters – at the pump.

“At the exact moment people are thinking about the cost of their journey, we’re showcasing other methods of transport for when they’re at the point of making current and future travel choices.

“This is about making rail visible in everyday decisions. By putting live fares and services across the forecourt, we’re giving people the information they need to consider how they travel.”

Fuel prices across the UK are currently at a four-year high, due to the impact of the US/Iran conflict that began at the end of February.

According to the RAC Fuel Watch website, the cheapest price of a litre of unleaded within five miles of Edinburgh Waverley station earlier this week was 151.7p, while the cheapest diesel was 186.7p a litre. (3)

As part of Lumo’s initiative, digital advertising screens will be trialled at selected filling stations in Edinburgh. They will show the cost of catching the next Lumo train to King’s Cross.

Cheaper fares are available by booking in advance, with no fees charged on the Lumo app or website.

The partnership with Smart Outdoor, North-East England’s largest outdoor media owner, reflects Lumo’s fresh approach to marketing – taking rail beyond traditional channels and into real-world decision-making moments.

By combining live data with high-impact digital out-of-home advertising, the trial aims to drive awareness, encourage modal shift from car to train and demonstrate the value of rail in a bold and engaging way.

Mark Clancey, chief commercial officer at Smart Outdoor, said: “This partnership with Lumo showcases the strength of our digital out-of-home network in reaching audiences at a critical moment.

“By combining live data with high-impact digital screens, we’re able to deliver timely, contextual messaging that really resonates. It’s a strong example of how our platform can drive both awareness and engagement.”

Lumo is part of First Group, the UK’s biggest transport firm. Lumo began operating services on the East Coast Mail Line in October 2021.

Its 390-seat trains also call at Morpeth, Newcastle and Stevenage. All Lumo trains have free on-board Wi-Fi.

According to the Office of Rail and Road, Lumo has the lowest train cancellation rate of any UK rail operator, and some of the most punctual trains. (4)

In addition to its Edinburgh-King’s Cross service, Lumo is launching a new direct train service between Stirling and London Euston, bring affordable travel to more communities. Services are due to start within weeks.  A full timetable is due to launch on July 27. (5)

There will be four daily return services between Stirling and London, and a fifth return service between Preston and London. Journeys between London and Stirling will take about 5 hours 40 minutes, with single adult fares starting at £29.90. (6)

The service, using modern refurbished six-carriage trains, will deliver first-ever direct rail connections to London for Whifflet, Greenfaulds and Larbert.