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The Union is delighted to announce the launch of the brand new campaign for Transport Scotland, which went live today. The campaign, ‘Smart Travel’, aims to increase awareness of smartcard interoperability in Scotland. One of the primary campaign objectives is to increase the public’s use of smartcards and other forms of ‘smart’ travel, such as contactless and mobile tickets.

The campaign follows the soft launch of the Smart Travel website in November 2019. The Union’s brief was to capture the nation’s attention and raise awareness. The Union created a fully integrated campaign including outdoor, radio, press, digital and experiential marketing in busy train stations across the country.

Andy Baker, Digital Account Director, stated: “We’re absolutely delighted to be part of the team driving the smart travel evolution in Scotland. Frictionless travel is a cornerstone of a vibrant economy and society, as a business of 90 people with clients located across the UK we know this only too well.”

Liam Biesty, Copywriter at The Union, commented: “It’s been a pleasure bringing the creative campaign to life. Making it simpler for the public to get out and about using smart travel is a fantastic initiative to be involved in. We hope a little creative magic helps the public get on board with the range of smart travel options across Scotland.”

Gillian Kelly, Policy, Communication and Marketing Manager at Transport Scotland, said: “Technology is changing the way we travel in Scotland and, with the modernisation of ticketing and payment options, these smart tricks can make it easier to get on board. We are delighted to promote smartcard interoperability, the first of its kind in the UK, which simplifies access to multi-modal and multi-operator public transport. It’s been fantastic to work with The Union on such an exciting project. Their creativity and passion have really brought the campaign to life.”

To find out how you can add magic to your journeys, visit

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