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 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