Case Study: CalMac Ferries boosts ticket sales with The Lane Agency’s digital marketing campaign

CalMac Ferries - Customer Case Study

CalMac Ferries worked with The Lane Agency on a digital marketing campaign to drive ticket sales among millennials, an audience they had previously struggled to reach. The challenge was to create online content that would feel entertaining, inspiring, and informal enough to engage that audience while still fitting the CalMac brand and ferry services offering.

The Lane Agency developed a campaign built around #TwoEejits characters and a softened brand ambassador puppet, Brian Ferry, supported by short-form video content and audience-targeted promotion across CalMac’s social channels and Spotify. The campaign delivered a 4:1 ROI on CalMac’s original investment, won Best Digital Marketing Campaign at the 2017 Travel Marketing Awards, and generated wider publicity in outlets including BBC News, The Daily Record, The Herald, and The Drum.

CalMac Ferries