A new rail service is to start running between London and Edinburgh with fares starting at just £14.90 in a bid to rival traditional air routes.
The link, called Lumo, will provide low-carbon, affordable long-distance travel for over one million passengers per year.
It aims to attract some of the 74,500 people who fly between Edinburgh and London every month.
Services start on October 25 with their frequency increasing over time to a maximum of 10 per day by early next year.
Helen Wylde, Lumo managing director, said: “Travelling in the UK should not cost a fortune and it certainly shouldn’t be the planet that pays. Whatever your preferred mode of transport, we are likely to be more affordable and kinder to the planet.
“We believe everyone has the right to travel in style.
"We are empowering people to make green travel choices that are genuinely affordable without compromising on comfort.”
Lumo trains will run on the East Coast Main Line and call at Newcastle, Morpeth and Stevenage, helping to improve regional connectivity while offering alternatives to Newcastle and Luton airports.
With a new at-seat catering service from high street brands called LumoEats, simplified fares, free Wi-Fi, paperless ticketing, a new entertainment system and a single class of quality service for all passengers, Lumo aims to reset standards for travel.
Ms Wylde added: “Travelling by rail is already the greenest form of long-distance travel in the UK.
"Lumo will take this further, being the ‘greenest in class’ with state-of-the-art electric trains and a service to match."
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