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CalMac's first campaign aimed at millennials nominated for The Travel Marketing Awards

Edinburgh-based The Lane Agency developed a fun and innovative short film series for CalMac to appeal to a younger audience, showing that travel to the islands is inexpensive and easy to plan. Called ‘The Two Eejits’, it also sought to face head-on perceived issues of bad weather and the lack of anything to do, with plenty ideas for great adventures regardless of rain, hail, sleet, snow or anything else the notoriously fickle west coast weather gods can dredge up.

Exploring everything from sporting opportunities through to pampering possibilities and taking in cultural treasures along the way, the four episodes featuring the loveable eejits also included CalMac’s very own representative – along for the ride to keep an eye on proceedings.

That company mandarin – a Harris Tweed clad puppet, one Brian (with an ‘i’) Ferry – endures a long-suffering voyage alongside the eejits, as they get to grips with Scotland’s west coast. The two ‘eejits’ are, in fact, anything but and are the BAFTA Scotland nominated Something Something duo of Ian Greenhill and Jordan Laird. And their well-crafted antics accompanied by Brian did make an impact, generating both online chatter profile and a rise in customers deciding to jump on board.

The company was aware from the outset that the series would not appeal to everyone, but was satisfied that the deliberately edgier approach with its sometimes irreverent humour would strike a chord with its target demographic. 

“We’re delighted to be nominated for a national award in recognition of the collaborative efforts we had with The Lane Agency,” said CalMac’s marketing manager Peter Griffiths. “This was a change from our more traditional approach, but we were committed to it and excited to do something completely different.

“And we were delighted when the capers of the two eejits did capture the imagination of our target audience and we had some great feedback.”

Areas which featured in the Two Eejits campaign included the islands of both Bute and Arran, as well as Glasgow and Cowal. Catch up with their stories at https://www.calmac.co.uk/twoeejits

The awards ceremony will take place on March 14 in London.

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