Ferry operator, Caledonian MacBrayne increased tourism to Scotland’s Western Isles through an impactful campaign that continues to grow across digital and social channels.
Caledonian MacBrayne (CalMac) has operated vessels serving the Clyde and Hebrides for over 170 years. Against a backdrop of declining brand sentiment, media hostility and a lack of control over fares and routes, CalMac asked Stand to help reposition its brand to grow leisure travel. The design response revitalised an underused strapline, ‘Every journey starts a story’, to create a sustainable, ownable brand platform powered by user generated content; an entire campaign around people sharing their own authentic island experiences.
Launched in 2024, the powerful campaign turned passengers into storytellers. Over 1,700 pieces of curated content were delivered, energising internal teams and reframing public perception, and brand reputation jumped 15% versus the 4% target. The nationwide campaign helped grow leisure bookings 5.8% in year one and 7.2% in year two, versus a 3% target.
