Caedonian MacBrayne & Road to the Isles Marketing Group
In 1995, one of the most significant communication links on the west coast of Scotland was completed with the opening of the Skye Bridge, linking Kyle of Lochalsh with Kyleakin.
Caledonian MacBrayne operated the ferry service on this route prior to the opening of the bridge with its other route to Skye being between Mallaig and Armadale. As a consequence of the bridge being toll free, CalMac and the communities of Sleat on Skye and Mallaig were concerned that passenger and vehicle traffic would not use this important ferry link. Therefore CalMac, in partnership with the Road to the Isles Marketing Group briefed us in 2005 to create and implement a marketing campaign to promote this route.
Our creative proposition focused on the appeal and romance of this journey and we developed the snappy and memorable campaign heading of TAKE TO THE ROAD, TAKE TO THE SEA, TAKE TO SKYE.
The campaign ran over a three month period between July and September and the number of passengers and vehicles using the Mallaig – Armadale route showed an increase on the previous year. Feedback received from Skye visitor attractions, including the Clan Donald Centre was really excellent.