Tram 256 is turning heads on the streets of Edinburgh this summer, not because it’s new — but because it’s now a work of moving art.
The sleek light-blue wrap, designed to spotlight the National Museum of Scotland, transforms the city’s iconic tram into a mobile celebration of culture, history, and Scottish heritage. It’s only the second time Tram 256 has carried an advert — the first being a long-standing promotion for window company CR Smith, which ran for over seven years.
But this new design is more than just a coat of paint. It’s part of a wider initiative to boost cultural tourism across the Scottish capital — one tramcar at a time.
A Moving Tribute to Scottish Culture
The vibrant wrap draws inspiration from the museum’s own exhibitions, incorporating visual motifs and hues that mirror its world-class collections. Most notably, the color scheme nods to the soft blues found in many of the museum’s exhibition displays — a subtle yet effective branding device.
Sections three and five of the tram feature full-height promotional panels, prime advertising real estate meant to catch the eye of every commuter and passerby. From the historic Royal Mile to the sleek stops at Haymarket and Leith, Tram 256 is now an ambassador for Edinburgh’s cultural heart.
“An Exhibition on Wheels”
As millions of tourists descend on Edinburgh for its famed summer festivals — including the Edinburgh International Festival and Fringe — the city is looking for new ways to connect people with its permanent cultural assets.
“This is more than a tram wrap,” says Siobhan MacDonald, Director of Public Engagement at the National Museum of Scotland. “It’s an exhibition on wheels. We want locals and tourists alike to be reminded that just a short walk from Princes Street lies one of the most significant collections of Scottish history and world heritage in Europe.”
Located on Chambers Street, the National Museum of Scotland draws nearly 2 million visitors annually, showcasing everything from ancient Celtic artifacts and medieval weaponry to cutting-edge science and contemporary art.
Trams as Tools for Tourism
Edinburgh Trams have been steadily repurposing their carriages for advertising partnerships with key cultural institutions. It’s a win-win strategy: transit users are exposed to the city’s wealth of attractions, and museums and venues receive much-needed visibility in a tourism market still recovering from pandemic-era declines.
The use of trams as mobile cultural canvases reflects a growing trend in experiential tourism marketing. Instead of relying solely on digital ads or print leaflets, institutions like the National Museum are embedding themselves into the daily rhythms of city life.
“This initiative brings culture to the streets,” says Councillor Fiona Douglas, Chair of Edinburgh’s Culture and Communities Committee. “You don’t have to step into a gallery to be inspired — sometimes you just need to catch the 12:10 tram to Newhaven.”
National Focus, Local Impact
The visual campaign comes amid renewed efforts by VisitScotland and Creative Scotland to promote year-round tourism beyond the festival season. With nearly 20,000 artifacts housed inside the museum — spanning from prehistoric tools to rare treasures from Ukraine and the wider world — the museum offers both scale and depth that can’t be matched by short-term events.
For locals, the move is also a reminder that these world-class spaces are on their doorstep.
“It’s easy to forget we have this incredible museum just around the corner,” says commuter Emily Fraser, who rides the tram daily from Saughton. “Seeing it on the tram makes me want to go back.”
A Model for Future Campaigns?
While Tram 256 may be the latest to get a cultural makeover, city officials hint that it won’t be the last. Plans are underway to spotlight more local institutions, from the Royal Botanic Garden and the National Galleries of Scotland to lesser-known venues like Filmhouse Edinburgh and independent theatres.
And with cultural tourism contributing over £1.5 billion to the Scottish economy annually, the fusion of public transport and cultural advertising is being viewed as both creative and commercially sound.
For now, Tram 256 glides silently past the Scott Monument, its sleek light-blue shell reflecting Edinburgh’s old stone streets and new ambitions — a quiet but powerful invitation to rediscover the city’s cultural gems.
