Every journey starts a story

The Challenge

Caledonian MacBrayne needed to shift perception from functional transport operator to champion of authentic island experiences, while navigating operational challenges, demanding sailing conditions and a difficult economy for leisure spend.

The Strategy

Homing in on the unique storytelling capabilities of customers.

Execution and Innovation

Building on year one's foundations, the campaign utilised real travellers along with their photos and their voices, celebrating their real island experiences. This helped shift the conversation from the 'how' of travelling to the 'why.'

Results

The campaign shattered all commercial and media targets, proving that radical creative honesty is both scalable and commercially superior.

Judges' Verdict

"The gold standard for authentic storytelling: a bold '100% UGC' strategy that successfully pivoted the brand's identity from a transport utility to a high-value experience."

"Radical creative honesty is not only scalable but a superior driver of brand reputation and commercial growth."