UK's largest ferry network operator picks up two awards at marketing presentation
Nothing says 'Welcome home' quite like an icon of the Scottish coastline.
At least that certainly seemed to be the case at the Marketing Society Scotland STAR Awards 2015, with Gourock-based ferry company Caledonian MacBrayne picking up two awards for its Come Home with CalMac campaign.
Running alongside VisitScotland's Homecoming 2014, the campaign asked 'If not now, when?' and gave travellers - whether in far-flung places or simply on the far-side of Scotland - ideas, hints and tips on how to make their homecoming to the west coast as easy and fun as possible. It was a significant year for Scotland as the eyes of the world turned this way for both the Commonwealth Games in Glasgow and the Ryder Cup in Gleneagles.
The marketing team at CalMac picked up a silver award in the Tourism and Leisure section, and a bronze for the Digital category.
Developed in conjunction with The Lane Agency, the campaign also linked into key events taking place across CalMac's network, allowing visitors to customise their travel to suit known festivals and highlights.
A separate Come Home with CalMac website was set up as a one-stop-shop to make it yet easier for the home-comer to really get inspired by the islands and mainland routes served by the UK's largest ferry network operator with reminders and ideas delivered on a regular basis to social media channels, leading to recognition in the Digital bronze award.
And the Travel and Leisure silver accolade is a nod to Lane and the company's integrated approach across the piece. Working alongside VisitScotland, communities throughout the network, visitor attractions and major festivals, local producers, restaurants and hotels, CalMac was able to produce a co-ordinated approach to highlight and increase passenger footfall to the islands during a year of high interest in travel to Scotland.
And it worked, bringing an extra 69,204 passengers to Hebridean and Clyde shores throughout the network, which was a 1.9 per cent increase on 2013 figures, and a 3.2 per cent increase in cars, up to 25,180. All welcome tourism business for the communities which CalMac works hard to support.
"We couldn't be more delighted to have won these awards," said Caledonian MacBrayne's Head of Marketing, Peter Griffiths. "My team worked incredibly hard alongside the Lane Agency to put together a relevant and co-ordinated campaign during the year of Homecoming 2014.
"Bearing in mind the significant and exceptional quality increase in activity across many tourism organisations and companies during the landmark year that was 2014, it is a huge honour to have been recognised and rewarded in this way."
Notes to editors:
1) Further information about CalMac is available at www.calmac.co.uk
2) Caledonian MacBrayne and CalMac are trading names of CalMac Ferries Ltd (CFL). Caledonian MacBrayne , CalMac and the lion rampant device are registered trademarks of Caledonian Maritime Assets Limited (CMAL)and are used under licence by CalMac Ferries Ltd.