Train operator Lumo made its presence felt at New York’s annual Tartan Day parade with Scotland’s TikTok sensation Just The Brave modelling Lumo’s iconic tartan pattern.
Every April, a Tartan Week to celebrate Scottish-American heritage is held in New York, with the Tartan Day parade held on the final day.
During the parade, several thousand marchers paraded down Sixth Avenue, led by Outlander actor Sam Heughan. Lumo was represented by Just The Brave, who wore special waistcoats with Lumo’s tartan; the group has racked up 5.7 million views on TikTok.
Just The Brave also appeared on a large billboard in New York’s iconic Times Square, where the group made the most of a unique opportunity to take selfies, backed by the huge digital screen.
Lumo’s has shown its dedication to serving Scotland by commissioning Houston Kiltmakers, which is based in Paisley, to design an official Lumo tartan; in January, the tartan was formally accepted into the Scottish Register of Tartans.
As well as being represented at New York’s Tartan Week, Lumo recently celebrated Scottish Tourism Month when, in partnership with Visit Glasgow, it highlighted the city’s best places to visit, with video content from BBC Radio 1 presenter Emil Franchi.
Other festivals in Scotland supported by Lumo include Glasgow’s Pride, Stirling’s Bloody Scotland Crime Writing Festival, and the Glasgow International Comedy Festival.
As a train operator, Lumo operates direct services at an affordable price between Glasgow, Falkirk, Edinburgh, northeast England, and London. Tickets between Glasgow and London King’s Cross start from just £33.90, and tickets for the forthcoming service between London Euston and Stirling will start from just £29.90.
“We’re committed to celebrating Scotland and the communities that we serve. As Lumo continues to better connect Scotland with new routes including Glasgow and Stirling, our tartan is an ideal way to reflect our cross-border connectivity. @Seeing our officially registered tartan being worn at such an iconic event that celebrates Scotland is a very special moment to further showcase Scotland on an international stage.”
Richard Salkeld, Director of Communications and Partnerships at Lumo, who led the project to commission the tartan design
Responses
I did not know Lumo has a tunnel to New York, when does the service stsert please. Why use some unknown group what is wrong with your own staff doing it. In Scotland of course or even England? Lumo you have not covered your company in great publicity. POOR SHOW.
There are tourists who go from the US to Scotland and might use Lumo’s services. So it’s advertising. Or is tourism a poor show?