Caledonian MacBrayne hands latest advertising brief to The Leith Agency

Caledonian MacBrayne (CalMac) has tasked The Leith Agency with the creation of its latest advertising campaign.

Following a competitive pitch through the Scottish Government Marketing Services Framework, the Edinburgh-based agency will deliver a new creative idea that will promote the ferry service throughout the rest of this year.

Peter Griffiths, marketing manager, CalMac, explained: “Our brief asked for a fresh, modern and vibrant campaign which showcased the islands as the ‘place to be’ and highlighted the fun experiences that visitors can have there. Leith impressed us with their strategic and creative thinking and we’re looking forward to working with them in what’s going to be an exciting year for CalMac”.

Brian Coane, partner at The Leith Agency, added: “CalMac is something of a one-off, taking people to some of the most beautiful places in the world. In our proposals we wanted to capture the magic of Scotland’s west coast islands along with the warmth and friendliness of the welcome visitors to the islands receive. There’s so many good reasons to visit the islands and we hope our advertising will encourage more people to make a trip this year.”

The campaign is set to run throughout the year from Easter across a number of media platforms, including TV and online, targeting those who have never travelled to the Scottish islands and encourage repeat visits.

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