Barrington Johnson Lorains, based in Manchester, has landed the
pounds 1 million Eurocamp account after a four-way pitch which included
the Leeds-based shop, WWAV Rapp Collins North.
The appointment comes just over a year after the Cheshire-based
continental camping holiday specialist moved its creative business into
BDH Advertising and planning and buying into TCS Media (North). BDH,
which recently picked up business for a rival tour operator, did not
repitch, while TCS retains the media account.
Barrington Johnson’s brief is to maintain Eurocamp’s profile as leader
of the European camping market of which it has more than 50 per cent
market share.
The agency is preparing to start a through-the-line campaign aimed at
warding off increasing competition from rivals such as Eurosites, owned
by the holiday giant, Airtours, which has tried to grab a slice of
Eurocamp’s market share through an aggressive pricing policy.
’The client said it was looking for an agency that could provide strong
and original creativity through the line,’ Trevor Lorains, the managing
director of the agency, said. ’We are delighted to apply our expertise
to the holiday market.’
The Eurocamp group includes the brand leader in the UK’s pounds 40
million camping holiday market, as well as the UK short-break brand,
Superbreak, Sunsites and French Country Camping.
Eurocamp last held a review of its advertising account (worth pounds 3
million) in May 1996 when four agencies pitched against McCann-Erickson
in Manchester and Universal McCann. The then GGT Direct Manchester won
the creative business and TCS Media (North) picked up media buying.
