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CalMac goes Underground

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Caledonian MacBrayne launches its new underground campaign in Glasgow

Caledonian MacBrayne has launched a major part of its spring campaign in the Glasgow underground.

The campaign, created by The Bridge, begins this weekend. It targets passengers travelling through Hillhead, St. Enoch and Buchanan Street stations in Glasgow will be met with a range of messages and creative treatments designed to encourage them to visit the Clyde and Hebridean islands on a CalMac ferry.

Susan Paterson, marketing manager for Caledonian, said: “Given the importance of the Central Belt in terms of CalMac's potential market, this is a key part of our marketing effort this year. Buchanan Street, Hillhead and St. Enoch stations are the busiest in the Glasgow Undergound network, with over 600,000 passengers passing through them each month.

“For the next six weeks, the ticket gates will be branded with our campaign features, and people will enjoy some spectacular views on double-sided hanging banners and floor vinyls. We also has a series of panels adorning the escalators in both St. Enoch and Buchanan Street, and we have cross-track banners at Buchanan Street and Hillhead. We'll have sales promotion agents handing out leaflets at the locations for the next six weekends.

This is the first time CalMac is conducted part of its annual advertising campaign in Glasgow Underground stations.

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