At the Pump and On the Clock: Lumo Targets Drivers with Cheaper Rail Alternative

Motorists filling up their cars in Edinburgh are being prompted to rethink their travel choices, as new digital screens highlight how switching to rail could cut journey costs by up to half.

Train operator Lumo has teamed up with Smart Outdoor to install live advertising displays at petrol stations, showing real-time ticket prices and journey details for trips between Scotland and London. The initiative aims to reach drivers at the exact moment they are considering the cost of travel.

The campaign draws a clear comparison: while a single Lumo fare from Edinburgh to London can start from £38.90—less with a Railcard—the cost of fuel for the same 400-mile journey can reach around £68 for petrol vehicles and £76 for diesel.

Time savings are also part of the pitch. Lumo’s direct service from Edinburgh Waverley to London King’s Cross takes just over four hours, significantly faster than the equivalent drive.

Beyond cost and convenience, the operator is also highlighting environmental benefits. Its fully electric trains produce far lower emissions than car travel, while offering onboard features such as Wi-Fi and a more relaxed travel experience.

Richard Salkeld, Lumo’s Director of Communications & Partnerships, said the campaign is designed to place rail options front of mind at a key decision point. By presenting live fare information on the forecourt, he explained, the aim is to help people make more informed choices about how they travel.

The initiative comes at a time when fuel prices remain high, influenced by global events including tensions in the Middle East. Recent data shows petrol prices near Edinburgh at over 151p per litre, with diesel significantly higher.

The trial will run at selected filling stations across the city, with screens displaying the cost of upcoming train services. Lumo hopes the approach will encourage more people to consider rail as a practical and cost-effective alternative.

The project also reflects a broader shift in marketing strategy, moving beyond traditional advertising and into real-world environments where travel decisions are made.

Smart Outdoor’s Chief Commercial Officer, Mark Clancey, said the partnership demonstrates how digital out-of-home advertising can deliver timely and relevant messaging, helping to engage audiences more effectively.

Lumo, part of FirstGroup, began operating on the East Coast Main Line in 2021 and has since built a reputation for strong punctuality and reliability. Its trains serve key stations including Morpeth, Newcastle and Stevenage.

The operator is also expanding its network, with a new direct service between Stirling and London set to launch soon. The route will offer four daily return journeys, plus an additional Preston service, with fares starting from £29.90. The expansion will also bring direct London connections to several communities for the first time.