CalMac signs up ‘Eejits’ for new marketing campaign

The stars of CalMac's new marketing campaign - 'Eejits' Ian Greenhill and Jordan Laird, and their travel companion 'Brian Ferry' prepare for their voyage of discovery.
The stars of CalMac's new marketing campaign - 'Eejits' Ian Greenhill and Jordan Laird, and their travel companion 'Brian Ferry' prepare for their voyage of discovery.

Caledonian MacBrayne has enlisted the help of two ‘Eejits’ in the hope of showcasing ferry travel to Scotland’s islands to a new generation of visitors.

The new campaign for 2016 sees the two slightly doubting ‘Eejits’, under the guide of CalMac’s ‘handy’ representative – one Brian Ferry, a rather swanky Harris Tweed clad creature – go under cover on a series of adventures with Scotland’s favourite ferry folk.

What those Eejits - otherwise known as the BAFTA Scotland nominated Something Something duo of Ian Greenhill and Jordan Laird - lack in general savvy, though, they make up for in enthusiasm throwing themselves into everything from historical immersion on Bute to Segway riding on Arran, having a laugh and discovering that there’s more to the islands than they thought.

CalMac’s head of commercial, Graeme MacFarlan said: “Research has shown that our traditional campaigns work for audiences well-versed in who we are as a company and what we do. But they seem to mean less to younger audiences who are, after all, the new generation of customers across the network.

“We know that this campaign is not going to appeal to everyone, but the objective of the Eejits was to create an edgy online presence that was creative and would attract the elusive millennials – the 18-35 year olds.

“It is a fresh, modern and memorable approach which showcases a snapshot of the range of activities, destinations and value for money on offer across our network. And we are confident it will be a hit.”

The Eejits, in a series of four instalments, can be followed via CalMac’s website and social media channels.