The new tickets offers flexible First Class travel for less than the usual price of a Standard Class open ticket. Included in the price is a complimentary upgrade to First Class, a three course meal voucher, use of East Coast's First Class Lounges at Edinburgh and London Kings Cross stations and onward travel within London Underground zones 1 and 2.
All this for only £199 - which when you consider the average flight between Edinburgh and London costs £253, offers excellent value for money.
A big well done to East Coast on trying to change people's behaviour not their attitude.
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