Caledonian MacBrayne – Advertising
Brief: Caledonian MacBrayne is the operator of a 30-strong fleet of ferries servicing 25 different routes along Scotland’s Hebridean and Clyde islands. Operating 500 sailings a day in the summer and 350 a day in the winter its ships carry in excess of 4.5 million passengers and 1.2 million vehicles each year spanning a network from Arran in the south to Lewis in the north. In 2012, we were briefed to develop an advertising campaign in support of CalMac’s Ardrossan – Brodick, Wemyss Bay – Rothesay and Largs – Cumbrae ferry services. The advertising campaign would feature on a number of Stagecoach West Scotland advertising panels together with a full rear vinyl.
Creative: Given the significant Central and South West Scotland target audience potential for these ferry services, our creative proposition focuses on communicating the journey time of a ferry trip from Ardrossan to Brodick, Wemyss Bay to Rothesay and Largs to Cumbrae. The respective journey times of 55 minutes, 35 minutes and 10 minutes have been incorporated into the creative presentation and a distinctive and bold typeface was selected to feature the destinations, journey times and images of things to do, see and experience when visiting Arran, Bute and Cumbrae. We also developed the strapline Caledonian MacBrayne … taking you somewhere special … and this is incorporated into the campaign messaging.
Result: This impactful and colourful advertising campaign features on Stagecoach West Scotland advertising panels, a full rear vinyl and posters and client feedback has been very positive.