DMB&B ad warns of ticket dangers

DMB&B launches a high-profile campaign this week, aimed at minimising trouble involving British football fans in France during the World Cup tournament this summer.

DMB&B launches a high-profile campaign this week, aimed at

minimising trouble involving British football fans in France during the

World Cup tournament this summer.



In conjunction with the Foreign and Commonwealth Office and the Central

Office of Information, DMB&B chose to advise potential travellers to

France of the facts rather than lecturing fans on their behaviour.



Research showed that fans’ enthusiasm is tempered by the fact that

tickets bought on the black market will have the original French

purchaser’s name on them, and that tickets sold to any third party are

invalid. The strategy of the campaign is to communicate this

little-known fact and to direct fans to a leaflet that contains other

FCO advice they might otherwise ignore.



Barry Cook, the agency’s managing director, said: ’Understandably, the

only information fans will listen to is information about tickets, and

the surprising fact about French names on tickets should enable us to

direct fans to seek further FCO advice.’



There are two versions of the 30-second television ad, one featuring an

English fan and the other a Scottish fan, and both were shot in

Marseille by Theo Delaney through Tomboy Films.



The ads were written by Richard Lamb-Hughes and art directed by Richard

Holmes, and each shows an ecstatic fan who has just got hold of a ticket

making his way to the stadium. When he arrives, however, he discovers

his ticket is invalid and is turned away.



The FCO leaflet will be available in the May and June issues of major

football magazines and in key social, football and travel venues around

the country.



The TV ads broke during Sky’s coverage of the England vs Switzerland

match on 25 March and will run until early May. Media buying is by

MediaVest.