HHCL kicks off debut London Eye campaign

By CAMILLA PALMER, campaignlive.co.uk, Friday, 29 September 2000 12:00AM

HHCL & Partners has unveiled the first ads for the British Airways London Eye.

HHCL & Partners has unveiled the first ads for the British Airways London Eye.

The 48-sheet poster ads show angels, birds and butterflies in a capsule on the Thames-side attraction, implying that even for winged creatures who already have a bird's-eye view of the Capital, the best view of London is to be had by taking a ride on the Eye.

The ads will appear on the London Underground from 1 October.

The account director Sarah Roberts said: 'The campaign places the BA London Eye firmly in the hearts and minds of Londoners by capturing the magic of this great wheel.'

The 'angels' execution was shot at night to boost the London Eye's appeal as a night-time attraction, she added.

'The London Eye has been so visible and popular that it did not need any above-the-line advertising before now. It is 135 metres high, London's fourth tallest structure and the world's largest observation wheel,' she said.

The head of marketing at the London Eye, Alison Kirk, said the Eye's gradual, 30-minute 360-degree rotation gave passengers the kind of view normally only seen by people on aeroplanes.

'We wanted to target Londoners by highlighting the fact that the Eye offers them a unique view of the city they call home,' she said.

'Celebrities, politicians and two million other people have soared skywards on the Eye - now angels and butterflies will join them.'

The ads were art directed by James Spence and Georg Thesmann and written by Roderick Fenske and Suzy Warren. The photographer is Tim Bret Day.

Spence is leaving HHCL to go to the Canadian agency Gee Jeffery & Partners as a creative director. ..HL.- CAM # 29:09:00 Marketing productivity increases ..BL.- By ANNA GRIFFITHS ..XP.-< Page_10 Photograph (Omitted)

Every sector in the marketing industry has experienced growth in productivity - with the exception of media buyers - during the last quarter, according to a new report from the accountants Willott Kingston Smith.

Comparing productivity levels across media independents, advertising agencies, design houses, direct marketing and sales promotion companies, and PR firms, the report shows that media companies are no longer benefiting from boosted income through dotcom advertising.

Media agencies do, however, lead in terms of commanding the greatest operating profits per head and the highest operating margins, which are 24 per cent on average. This compares with around 7 per cent for ad agencies.

While the dotcom boom has caused growing employment costs among public relations and design consultancies and led to falling profitability, media agencies' stringent controls over their staff numbers, salaries and other overheads has helped maintain their profitability.

Amanda Merron, a partner at Willott Kingston Smith, said: 'With the fragmentation of media and the merging of traditional media with new media, media buyers are more advanced in their thinking about what they will do than their creative competitors.'

Advertising agencies continue to increase their income from fees. This has led to a fall in the level of staff needed within agencies, which has contributed to a slight rise in productivity.

Overall, however, advertising agencies continue to be the least profitable sector, although this hides the performance of a number of agencies that performed well.

Merron said: 'Pressure on profitability is principally due to staff pressure. There's a lot of work out there and good people are increasingly expensive. If agencies are trying to develop an interactive specialism, people in this area are particularly expensive.'





This article was first published on campaignlive.co.uk

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