Scotland’s ferry operator, CalMac, is the gateway to Scotland’s west coast isles, which offer adventures and experiences you won’t find anywhere else. Our campaign celebrates these islands, to inspire and attract more visitors. And if every journey with CalMac starts a story, then every story inspires someone else’s journey.
Discover
When people have a truly magical experience, they can’t wait to share it with others. They talk with passion and show off their photos and films with pride. That emotion and excitement is infectious, and people want a piece of it. Our campaign had to harness that insight and spark a chain reaction – visit, share, inspire, visit.
Develop
We sought, collected, and curated a raft of user generated content – photos and film footage from travellers who’d visited the Isles before. Genuine stories, experiences, and moments of human connection that let the islands – the adventures, the beauty, the food, the nature – speak for themselves.
Deliver
This curated content was skilfully combined to create our hero film and campaign assets, which featured across TV, OOH, digital, press, radio, and social. Our hashtag – #StartYourStory – acts as a constant call-to-action, prompting everyone who views tagged content to book up and begin their own experience.
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