Case Study: Caledonian MacBrayne boosts ferry bookings with The Lane Agency

Caledonian MacBrayne achieves 15:1 ROI with The Lane Agency

The Lane Agency was hired by ferry operator Caledonian MacBrayne (Calmac) to encourage more people in Scotland to visit the Clyde and Hebridean Islands by ferry. Their challenge was to capitalize on the 2014 Year of Homecoming to boost tourism.

The Lane Agency developed a campaign with the emotive concept "If not now, when?" which was executed across multiple media channels including posters, a microsite, and social media. The campaign delivered exceptional results, with a booking conversion rate through the microsite that was higher than Calmac's main site. It also generated over 10,000 competition entries and delivered a return on investment in excess of 15:1 for the client.

Caledonian MacBrayne