Doner Cardwell sees off four to land pounds 5m SeaFrance business

Doner Cardwell Hawkins has scooped the advertising account for the cross-Channel ferry company, SeaFrance, out of Delaney Fletcher Bozell.

Doner Cardwell Hawkins has scooped the advertising account for the

cross-Channel ferry company, SeaFrance, out of Delaney Fletcher

Bozell.



Doner Cardwell beat Delaney Fletcher, GGT, Court Burkitt and Company

and the Abbott Mead Vickers group’s McBains agency to the task. The new

campaign will consist of TV-led work, supported by print and radio,

that will only run in the UK. The creative is expected to be completed

by early summer.



Andrew Hawkins, managing director at Doner Cardwell, said: ’This is a

great win for us. SeaFrance competes in a very tough marketplace, but

we enjoy a good fight and our job is made that much easier because

SeaFrance is a brand with a genuine point of difference. The new

campaign has turned that point of difference into a truly big

advertising idea.’



In 1995, Delaney Fletcher beat Publicis and Bean MC to the SeaFrance

launch task. The campaign last year was backed by just over pounds 3

million, according to Register-MEAL. Budgets for this year have not

been disclosed but are rumoured to be about pounds 5 million. The

increase is thought to have been sanctioned partly in reaction to the

high level of activity from the passenger rail service, Eurostar.



Media, which is handled by CIA Medianetwork, is unaffected by the

creative review.



SeaFrance was formed at the end of 1995 when SNAT (Societe Nouvelle

d’Armament Transmanche), a wholly owned subsidiary of SNCF, the French

railway group, ended a 26-year pooling agreement with Stena Line.

SeaFrance competes in the passenger Dover to Calais ’short sea’ market

and is in direct competition with P&O and Stena Line.



P&O and Stena Line recently announced plans to merge. The proposed

alliance is currently under investigation by the Monopolies and Mergers

Commission.



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