Caledonian MacBrayne | Gaelic on board | Gàidhlig air a’ bhàta

Gaelic on board Gàidhlig air a’bhàta was a partnership initiative involving Caledonian MacBrayne and Comunn na Gàidhlig to promote the awareness and use of Gaelic on CalMac ferries during the summer months of 2008. The initiative was also supported by Highlands and Islands Enterprise and Bòrd na Gàidhlig.

Gaelic on board Gàidhlig air a’bhàta operated on CalMac’s longer routes and included sailings to Barra, Islay, Lewis, North Uist and Tiree and we were briefed to develop a brand device for this initiative and applying it to promotional literature and internal display.

Our creative focused on the proposition of encouraging the use of Gaelic for everyday words and phrases and we placed within an attractive background, useful Gaelic words relating to the journey and to the destination. Music and song was also an important element of this initiative and the brand device displays musical notes supported with the profile of a CalMac ferry.

Our creative was very well received and the quality and impact was commented on by the partners, supporters and passengers.