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Caledonian MacBrae Case study

If not now, when?
In this Year of Homecoming, what better time to discover more of your own country? Don’t wait any longer, visit comehomewithcalmac.co.uk
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Insight

Encouraging people to take a break, whilst staying at home.
In 2013 The Lane were appointed by ferry operator Caledonian MacBrayne after a competitive pitch. The client brief was simple; Encourage more people in Scotland to visit The Clyde and Hebridean Islands by Calmac ferry. The catalyst being 2014 : The Year of Homecoming.

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Ideas

Our strategy tapped into a very emotive truism that Scots often put off discovering more of Scotland. Using the concept “If not now, when?" we believed that if we could convince people there had never been a better time to visit the islands, then we would have a highly compelling proposition. Our campaign used a variety of media channels; Posters to build the brand, as well as tactical digital executions, a campaign microsite, social media and regular blog posts to harness the appeal of the Homecoming message.

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Impact

Campaign performance has been exceptional, with the client reporting the booking conversion rate through the campaign microsite was higher than the main Calmac site.

The site has also run a number of successful online competitions, gaining over 10,000 entrants over three competitions in 2014. The campaign delivered a return on investment in excess of 15:1.

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