Caledonian MacBrayne launches its 2006 TV advertising campaign today (Monday 15 May). The TV advert will run for 7 weeks on STV and Channel 4 Scotland.  The 30-second advert encourages viewers to “Have a Caledonian MacBraynewave” and swap regular commuter life for a break in the Clyde and Hebridean islands. The TV advert is supported by press advertising in a number of Scottish newspapers until the end of June, and a new radio advert, which can be heard on Real Radio until 18 June.

Viewers, readers and listeners are encouraged to visit Caledonian MacBrayne’s website, www.calmac.co.uk, and this has also been updated to support the campaign.  For the first time, users of the website will also be able to send e-postcards, encouraging friends and family to take a trip to the Scottish islands.

Cal Mac's Marketing Manager Susan Paterson said: “This year’s campaign aims to continue the work we started in 2004 by positioning the Clyde and Hebridean islands as an accessible and aspirational destination for a short break or longer holiday.  CalMac is one of the most "weel-kent" brands in Scotland, and with the trend towards people taking more short breaks showing no signs of slowing, the islands within CalMac’s network offer the perfect getaway from everyday life.”

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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 15 May 2006, 1300 hrs