The Great City Swap


There is a longstanding belief in a rivalry between Glaswegians and Edinburghers – ‘the great divide’.

Following extensive research in both cities by Scotland’s rail provider, ScotRail decided to help residents get their relationship back on track and encourage locals to discover all that’s on offer in both cities, each just 50 minutes by train with ‘The Great City Swap’. 

  • Wire secured 25 pieces of coverage exceeding media coverage targets by 200% and including 2 TV hits with an OTS of over 14 million across Glasgow and Edinburgh,

    Video footage of people’s reactions and interactions was captured during The Flatterbox activity which reached over 183k people, resulting in 37k video views and a 75% uplift in positive sentiment.

    ScotRail also reported positive growth in ticket sales for its off-peak leisure travellers with Glasgow City Centre reporting 5% footfall increase year on year during the campaign.