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CalMac launch revamped website
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11 July 2002

Improved navigation facilities, better links with other websites and enhanced level of information on island activities and events are the main features of the newly launched CalMac website.

The up-graded site, which is a key element of CalMac’s developing marketing strategy, is being launched this morning (Friday 12 July) at the Auchrannie Hotel on the Isle of Arran by company Chairman Dr Harold Mills.

Caledonian MacBrayne first flirted with the World Wide Web when the company put it's website on-line along with their timetables in 1996. This resulted in the establishment of www.calmac.co.uk. Over time the site has evolved to include marketing and island information. In 1999 phase 2 of calmac.co.uk became a reality when the site was redesigned to include interactive elements such as Disruptions Information, News and Discussion Pages

It was also at this time that the company’s on-line booking system, Anchor, was introduced, making Caledonian MacBrayne the first UK ferry company to enable its customers to make online bookings. As a result the site received 2 commendations at the Winners at the Web Awards in the same year.

The introduction of an innovative Content Management System designed by Skye-based Gaelnet allows CalMac to respond to the changes in customer demand quickly and efficiently as the entire site can now be altered in-house. After the initial stages of the redesign work were completed CalMac then enlisted the help of market research Company NFO Systems Three to ensure that the site met customers’ aspirations.

NFO Systems Three then undertook two qualitative focus groups. The findings of the focus groups confirmed that the Internet was participant’s primary source of information on most subjects with Travel being one of the main uses.

Dr Harold Mills said: "I am delighted that Caledonian MacBrayne remains at the forefront of the development of internet use in terms of its customers and services. We have pioneered the use of modern technology and have had this work recognised in the past through awards. This newly revamped website is a key element of our developing strategy as we refocus the company to meet the challenges we face. Customers will find an increased level of functionality – they want to be able to find information on times, prices and booking quickly and easily

Additional Information and Special Deals. We will monitor customers’ reaction to the site and look forward to receiving their views on these and other changes. Which will be set in place in due course."