Filling Up? Lumo Pioneers a Bold New Trial

Lumo, the UK’s leading all-electric rail operator, is taking its message directly to motorists in a first-of-its-kind partnership with Smart Outdoor.

In a bold new trial, digital screens at petrol stations will display live Lumo train service information and ticket prices, giving drivers real-time data in order to travel by rail.
 
The initiative will see screens positioned at fuel pumps across selected locations, showing upcoming Lumo departures and fares on routes initially in Edinburgh offering motorists a timely reminder of a greener, often more affordable alternative.

As an all-electric operator, Lumo journeys produce significantly lower carbon emissions than car travel, while also offering competitive fares and a more relaxed journey experience.
Richard Salkeld, Director of Communications & Partnerships at Lumo, said: "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 forecourts, we’re giving people the information they need to consider how they travel."

Mark Clancey, COO of Smart Outdoor said: “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.”

The partnership with Smart Outdoor reflects Lumo’s challenger approach to marketing; taking rail beyond traditional channels and into real-world decision-making moments.

By combining live data with high-impact digital out of home, the trial aims to drive awareness, encourage modal shift and demonstrate the value of rail in a fresh and engaging way.