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