Switched on Calmac commended at digital marketing awards

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An innovative digital campaign by ferry operator Calmac has secured them a top berth at the The Herald Digital Awards.

The company was commended in the Public Sector category for its campaign comehomewithcalmac.co.uk which ran over the summer season.

Now in their sixth year, these dynamic industry awards recognise the success of businesses large and small in seizing the opportunities offered by digital technology and the internet.

“This year with the Commonwealth Games and Year of Homecoming we had a fantastic opportunity to position Scotland as a number one tourism destination and we wanted a campaign that could tap into this potential. We’re delighted that the success of our campaign has been recognised and hope we have demonstrated what can be achieved by integrated multi channel marketing in the public sector,” said Calmac’s Commercial Director, Cathy Craig.

“The aim of the ‘comehomewithcalmac’ was to help grow our business by 2% over the duration of the campaign increase bookings via our website and build awareness in our target markets at home and overseas and we succeeded in meeting all of our targets.”

The development of the new microsite, which was a hosted on the main Calmac website, was just one strand of the multi channel integrated campaign that used social media extensively to promote competitions and encouraged people to share Calmac content on their own social media sites.

The microsite attracted 117,000 views and attracted a total of 22,000 competition entries via email.

CalMac, which employs more than 1,300 people, is one of the largest companies headquartered in Scotland. It has been serving the Highlands and Islands of the west coast of Scotland for more than 160 years and provides services to 28 communities.

Last year it carried 4.8 million passengers, with just under half being tourists.

The company is currently investing heavily in a programme of enhancements across its network. This includes the introduction of a new operations centre and reservations system, as well as supporting a vessel replacement programme.

This latest award success follows CalMac being named ferry operator of the year at the prestigious UK National Transport Awards earlier this month.

“Overall the campaign has resulted in additional sales worth more than £630,000 which is a more than 10 fold return on initial investment which is a fantastic result. The information this campaign has gathered for us about our customers will be invaluable in helping us grow the business further in the future to deliver the type of services our customers want,” added Cathy.