Read our new manifesto

CalMac sets sail with radiator for web relaunch

Glasgow-based Radiator has been hired by ferry operator Caledonian MacBrayne to redesign its website.

The contract involves design, usability and search marketing to develop a site more closely aligned with passenger requirements.

The appointment was made following a tender process.

CalMac marketing manager Susan Paterson said: “Having introduced a number of customer initiatives over the last few years, we felt it was time to realign our website with these projects as consumers’ needs and the way they use the website change.

“I’m really pleased with the way it’s all looking. Radiator brings a lot of insight to the process alongside the design, which is what we need. It is very much a joint project with my in-house team speaking to Radiator on a daily basis about the website.

“I’ve been really pleased with the way the project is progressing as a partnership and am confident that the design of our new website will prove to be a big hit with our customers.”

Radiator has previously delivered a strategic online marketing plan for the ferry operator.

The launch of CalMac’s new website, which currently generates one million page impressions a month, is scheduled for this autumn.

Each year CalMac carries around five million passengers and a million cars to destinations off Scotland’s west coast, including Arran, Islay, Mull, Iona, Skye and Lewis and Harris.

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis