The service, which predominantly targets shifting business from the train, offers wi-if, leather seats and complimentary snacks/drinks served at seat by a customer host. Fares and journey times on a par with ScotRail services, although the frequency isn't quite there.
The website replicates a 1930s newspaper appearance and perhaps has the overcrowding which is associated with that layout and era. The homepage in particular could have perhaps benefited from more simplicity and a clear hierarchy in where viewer should be directed but overall, quite impressive.
It will be interesting to see how the future communication carries this theme through.