Ferry operator Caledonian MacBrayne will next week launch its first-ever television advertising campaign as part of a strategic effort to grow the CalMac brand and its business in key markets.  The TV campaign, which is being supported by press advertising and direct mail, will be broadcast from Monday, April 19 in the STV and Channel 4 regions. 

The new campaign has been planned by CalMac’s Marketing Department following extensive market and brand research.  The research indicated that while many people had often considered travelling by ferry to one of the Scottish islands, they had, for some reason, just never got round to it.

Julie Keough, Sales and Marketing Manager said: “One of the main objectives that we want the advertising to achieve is to raise awareness of the CalMac brand and bring it to the front of the consumer’s mind when planning a short break or holiday.  Research has shown us that consumers like what we have to offer - a chance to get away from it all.  However, it has also told us that we need to tell people more about what we do, where we travel to and how to get more information on our products and services.  We are trying to target new consumer groups in the 25-45 age groups who have never travelled with us before as well as trying to encourage existing customers to come back again.

“The commercial will tell consumers how many islands we travel to, how long it takes to get there and where to find out more information – exactly what they’ve been telling us to tell them! The tv ad is just part of the integrated marketing activity that has been planned for the coming year.  I think it is a really exciting step for the company to take and it will hopefully be one that puts CalMac firmly on the map!”

Lewis-born actress Mairi Morrison is the personality of the new TV advert which was filmed on Eigg.  Glasgow advertising agency, The Bridge, developed the television commercial for CalMac.  The agency won the business as a result of a four-way pitch held last year.

The first 30” commercial will be aired on Monday 19 April and will mark the start of a 3-week campaign. Media has been booked by Feather Brooksbank, Edinburgh and the direct mail is being handled by Advantage DDB. The TV ad will encourage consumers to visit the CalMac website for more information – www.calmac.co.uk.  The supporting press and direct mail will promote the web address and Reservations phone number.

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For further information on the contents of this News Release, please contact Julie Keough, Sales & Marketing Manager, CalMac; Tel: 01475 650313; e-mail julie.keough@calmac.co.uk

Issued:  Tuesday, April 13, 2004: 1600