Caledonian MacBrayne turns real islanders into the stars of summer campaign

A shepherd on Mull, a fisherman on Iona, a band from across the isles and some surfers on Tiree proudly take centre stage in Caledonian MacBrayne’s 2015 promotional campaign.

Created by The Leith Agency, the campaign gives real islanders the chance to reach out a welcoming hand to fellow Scots and visitors from further afield.

“We have literally put this year’s campaign in the hands of the communities we serve,” explained CalMac’s head of marketing, Peter Griffiths. “There was no need to cajole anyone, they were really excited about it and we got a great response. The finished article is both fun and powerful. And, more importantly, completely genuine.”

Brian Coane, partner at The Leith Agency, added: “There’s something about Scotland’s west coast and islands. We wanted to make more of that magic in CalMac’s communications to let people know that they really are a place they should go.”

The integrated campaign includes a short film, 30” advert, five short films featuring different aspects of the islands and online activity. A social media strategy has also been devised by Leith’s digital team and will be managed by CalMac throughout the summer.

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