Lumo has launched a new advertising campaign, aimed at shifting travel habits between Scotland and London.

The low-cost, all-electric operator has partnered with Smart Outdoor to install digital screens at selected filling stations, displaying real-time fares and journey information for services to London King’s Cross.

The campaign arrives as fuel prices hit a four-year high across the UK, driven largely by global uncertainty following the US/Iran conflict that began in late February.

Data from RAC Fuel Watch earlier this week showed the cheapest unleaded within five miles of Edinburgh Waverley at 151.7p per litre, and diesel at 186.7p.

Lumo is positioning rail travel as a more economical alternative to private car use. Lumo’s five-carriage, 125mph electric trains offer lower carbon emissions than road travel, alongside onboard Wi-Fi and a 390-seat capacity.

Single adult fares from Edinburgh to London start at £38.90, with further reductions available using Railcards, while the equivalent 400-mile drive could cost approximately £68 for unleaded vehicles and £76 for diesel.

A highlight is also being placed on journey times, with its fastest direct service between Edinburgh Waverley and London King’s Cross taking 4 hours 11 minutes – around three hours quicker than travelling by car.

Part of FirstGroup, Lumo has operated services on the East Coast Main Line since October 2021, calling at stations including Edinburgh Waverly, Morpeth, Newcastle, Stevenage, and London King’s Cross. According to the Office of Rail and Road, it records the lowest cancellation rate among UK operators and ranks among the most punctual.

The company is also preparing to expand, with a new direct service between Stirling and London Euston due to launch within weeks. A full timetable is expected from 27 July, featuring four daily return services between Stirling and London, plus a fifth between Preston and the capital. Journey times from Stirling are estimated at 5 hours 40 minutes, with single fares starting at £29.90.

 “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.”

Richard Salkeld, Director of Communications & Partnerships at Lumo.

“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.”

Mark Clancey, chief commercial officer at Smart Outdoor.