Fallon targets 'yobs' in Radio 1 campaign to save Ibiza

British clubbers holidaying on Ibiza are being targeted in a new

national campaign from BBC Radio 1 through Fallon.



The agency has produced a campaign to encourage dance enthusiasts to

think about their behaviour abroad, following revelations that the

Ibizan authorities, concerned about the influx of yob culture, have

suggested they may close the island to clubbers.



The "Friends of Ibiza" campaign is spearheaded by Radio 1 and is a dance

music coalition supported by Cream, Ministry of Sound, MTV, MixMag and

Gatecrasher.



The four humorous executions in the campaign take the form of mock

landing cards, to be completed on arrival in Ibiza. One execution

states: "Whilst on the island I will be staying in a: (i) Hotel, (ii)

Villa, (iii) Campsite, (iv) Cell." Another explains what "please" and

"thank you" are in Spanish.



Gail Nuttney, the head of youth and children's marketing at the BBC,

said: "Ibiza is an essential feature of the dance music calendar and we

felt it was time that real island enthusiasts made a stand against those

who are ruining its special qualities."



Chris Hirst, an account director at Fallon, added: "The campaign is

intended to make visitors to the island laugh, while at the same time

making it clear that yobbish behaviour is unacceptable to both their

peers and the clubs."



The "Friends of Ibiza" campaign, which breaks at the end of this month,

is designed to coincide with the start of the dance music season, and

will be supported in dance press titles and supplements distributed on

the island.



The campaign was written by Andy McLeod and Ed Edwards and art directed

by Richard Flintham and Dave Masterman. Media buying is through New PHD.