Cheetham Bell nets £4m Stena account

Stena Line has awarded its £4 million advertising account to a consortium led by Cheetham Bell JWT.

The consortium beat representatives from TBWA\ and McCann Erickson to the business in a pitch conducted by Agency Insight.

Each team comprised an agency in Manchester, Dublin and Belfast. Cheetham Bell pitched with AFA O'Meara in Dublin and Ardmore in Belfast. TBWA\'s line-up comprised BDH\TBWA, Cawley Nea in Dublin, and Fire in Belfast. McCann Erickson Manchester partnered Anderson Spratt Group in Belfast and McCann Erickson in Dublin.

The account includes media, which will be fulfilled by the media divisions at Ardmore and AFA O'Meara. It covers the advertising for Stena's Irish Sea route, which has come under pressure from the competition posed by budget airlines.

The brief is to create advertising to encourage people within one-and-a-half hours from its main ports to travel on its ferries. The work will also promote the benefits of travelling by sea, such as the opportunity to take cars.

Stena's Irish Sea route journeys include Belfast to Stranraer, Holyhead to Dublin and Fishguard to Rosslare.