There’s one part of trouble-hit Caledonian MacBrayne that’s winning at life - their marketing team.

For CalMac has picked up the ‘Excellence in Travel Information and Marketing’ award at the Scottish Transport Awards in Glasgow.

The ferry operator’s winning campaign, ‘Every Journey Starts a Story’, was up against some tough competition from Transform Scotland, Stagecoach, Edinburgh Trams and First Bus.

The campaign featured TV, outdoor, press and digital adverts – all created using real photos and videos from customers.

According to CalMac, the marketing campaign saw bookings rise by 5.8%, brand reputation improve by 21.4%, and brand knowledge in Scotland rise by 19.9%.

The campaign itself was built around user-generated content—photos, videos, and stories from real travellers—which were then curated into a multi-platform push across TV, social media, print, and outdoor advertising. The idea was to inspire others by showcasing authentic experiences of Scotland’s west coast and islands.

The award win in Glasgow comes on the heels of a recent Bronze win at the Marketing Society STAR Awards in the Advertising category.