Scottish ferry operator Caledonian MacBrayne, which will be introducing two new ships to its fleet from next April, will launch the company’s new summer campaign for 2003 at the World Travel Market which begins at Excel in London tomorrow (Monday, November 11).

A new information film and new-style brochure, which includes a revamped and more user-friendly format for the timetable, are key elements in CalMac’s new marketing strategy which has been developed after a year-long review. Both film and brochure feature new route maps and stunning new photography.

Caledonian MacBrayne reported increased figures on summer sailings in 2002 across the network, with Western Isles routes in particular doing well. Ceilidh cruises, castle cruises and dinner cruises were particularly successful with routes from Arran to Oban in Argyll, Ullapool to Stornoway  and Uig on Skye busier than in previous years. The company is now looking forward to further innovations this coming summer, with the recently introduced system of route management now proving to be a more effective way of dealing with trade representatives.

Hugh Dan MacLennan, Public Affairs Manager with responsibility for Marketing, said: “We are in the throes of introducing a raft of new developments which are all customer focused. We have improved a number of our on-shore facilities through a refurbishment programme and cash machines have been introduced at ports. The re-branding exercise is now almost complete and the new brochure and timetables are the first company documents to feature the new design elements. We hope that they will be well received by the travel trade and will be interested to receive some feedback on the changes. Perhaps our greatest challenge next year is the introduction of the two new vessels on the Sound of Barra and Sound of Harris in the Western Isles which now makes it possible to travel from one end of the island chain on CalMac ferries and causeways. That is a unique experience which we look forward to introducing to everyone.”

The coming summer season will see Caledonian MacBrayne building on new links with the travel trade through the seven route managers, and working with the communities they serve, linking transport with accommodation throughout the west coast network. Additional summer sailings are planned for services from Oban to several islands and full details will be available at Excel.

Kevin Hayes, the new Commercial Director, who will be attending WTM along with a seven-strong Marketing team said: “ Our research and recent experience has confirmed the need for businesses to understand the benefits of collaborative working in order to differentiate the product, promote the uniqueness of the product, and provide a world-class service. We recognise the need to do that in order to compete within the UK and globally. Our joint marketing initiatives with businesses in Arran, on Skye and in the Western Isles are all aimed at improving the choice for the trade and the experience for our customers. Our new publications and the information film which we will be making available to the trade all show the huge variety of experience available throughout our network and we look forward to working with operators as they plan their requirements.”

The new brochure for Summer 2003 is scheduled for distribution in the week beginning Monday, November 18.

Caledonian MacBrayne staff will be available on the VisitScotland stand (UK13160) to meet trade representatives and discuss their requirements.

Copies of the new summer brochure will also be available for trade representatives, and the new information film.

If you would like to attend CalMac’s reception on the VisitScotland stand on Wednesday from 3pm to 5pm, where you can experience a “Taste of Arran” and enjoy the hospitality of Talisker.  Please contact Hugh Dan MacLennan or Yvonne Crook at the contacts below.

Caledonian MacBrayne’s new film “Island Lifeline” has been produced by Eildon Films. The brochure has been designed and produced by Aiza Ltd, with the collaboration of Sheard Hudson, Wiltshire, and Red Cell, Glasgow.

For further information on the contents of this News Release, please contact Hugh Dan MacLennan, Public Affairs Manager, Caledonian MacBrayne; Tel: 0776 435 4021; e-mail hugh.maclennan@calmac.co.uk or Yvonne Crook, Tel:  0771 858 4245.