CALEDONIAN MACBRAYNE
Turning the tide of public opinion for the UK’s biggest ferry operator.
After 170 years serving the West Coast of Scotland, and a decade taking a press beating over delays to new vessels, I helped CalMac change the conversation by talking about the Isles, not its ferries. The why, instead of the how.
Real tourist videos and photos showcased island adventures, and built a 1,700+ asset media library.
A 100% user-generated content integrated marketing campaign. It delivered a 6% increase in ferry bookings, a 15% improvement in brand reputation, and a 13% rise in brand recognition.
Made at Stand, with CalMac