| ‘Where next?’ For Caledonian MacBrayne | |
| 26 September 2005 Ferry operator, Caledonian MacBrayne has launched its Autumn marketing campaign to attract customers out to the islands on Scotland’s west coast.
The direct marketing campaign is a key element of CalMac’s marketing strategy to increase visitor numbers to the islands as it prepares for the challenges ahead and follows on from the success of the ‘Have a Caledonian MacBraynewave’ TV campaign which aired between April and June this year. CalMac’s website achieved an unprecedented 933,672 page hits in July 2005 and August figures show that the ferry operator’s passenger and car traffic has increased by 2.22% and 2.97% respectively against summer 2004 figures.This builds on the Company’s passenger (2.8%) and car (5.3%) traffic growth in financial year 2004/5.
A mail pack including a beautifully illustrated map which the Company hopes will become a collector’s piece is being sent to 48,000 existing customers on CalMac’s database and the piece directs customers to www.calmac.co.uk for more suggestions on things to do on the islands this autumn. The campaign also offers recipients that chance to enter a prize draw to win Island Hopscotch® tickets.
The map highlights some of the Scottish islands’ most iconic and best loved visitor attractions such as Callanish Standing Stones on Lewis and Mount Stuart House on
Susan Paterson, Marketing Manager said; “We know that we have an incredibly loyal customer base and that many of our customers have visited several islands. With this campaign, we’re hoping to show the diversity of the islands and the things to do there as well as tapping into the growing island-bagging phenomenon”.
ends
For further information on the contents of this News Release, please contact Hugh Dan MacLennan, Head of Communication and Customer Care, Caledonian MacBrayne. Tel: 0776 435 4021; e-mail hugh.maclennan@calmac.co.uk. Issued: Monday, 26 September, 2005 : 1730
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