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Rail & Sail – Dunoon

CalMac | Wild About Argyle

Social Video Campaign

CalMac is the UK’s largest ferry operator, running 29 routes to over 50 destinations, across 200 miles of Scotland’s west coast. 

Wild About Argyll works at a local and national level promoting Argyll & the Isles as a must visit destination.

Campaign Video & Social Trailer

The main tourism campaign video was created to highlight the best of Dunoon and the quick and simple way you can travel there with one ticket via CalMac and Scotrail.

Dunoon is the jewel in the Firth of Clyde, very close to Scotland’s biggest city Glasgow. Situated on the Cowal Peninsula, the seaside resort is a gateway to the great outdoors, with an abundance of walking and cycling adventures accessible easily by public transport from the ferry pier.

The accompanying social trailer is under 1 minute in length and aimed at engaging new audiences on social feeds and to accompany the social bytes below. 

Square 1:1 Social Bytes

This micro-content is kept short and sweet to quickly highlight key elements from the flagship video. 

This square ratio is perfect for social feeds, making use of more vertical screen real estate on smartphones. 

Social Byte #1

Social Byte #2

Social Byte #3

The success of the campaign was measured on organic engagement and on the video being featured on other websites. 

Views

Engagements

Shares

Features

Objectives

The objective was to create a video that celebrated the best that Dunoon has to offer and highlight the Rail and Sail Offer as the perfect opportunity to get there.  The content was to additionally provide partner organisations with rich content to share with their communities. 

Audience

Members of the general public looking for holiday destinations easily accessible in Scotlant.

Channels

Social media including Facebook, Twitter and LinkedIN.

Partner websites and email newsletters.

Start you own TOURISM video campaign…