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
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 campaign was written by Andy McLeod and Ed Edwards and art directed
by Richard Flintham and Dave Masterman. Media buying is through New PHD.