SeaFrance, the fledgling ferry service, has chosen Delaney Fletcher
Bozell to help position it as the ‘Francophile’s’ option for travelling
across the Channel.
Delaney Fletcher beat Publicis and Bean MC to carry off the pounds 4
million account, which will launch the company’s Dover-to-Calais run for
the start of 1996.
SeaFrance is a subsidiary of the French railway operator, SNCF. It rose
from the ashes of a joint venture between Stena, the ferry company, and
SNCF, which broke up this summer.
From next January, SeaFrance will run the three ships that formerly made
up the French side of the joint venture, in direct competition with
Stena, as well as other ferry companies, such as P&O European Ferries
and Brittany Ferries, and the Channel Tunnel. It is aiming to win over
two million passengers - more than 10 per cent - on the fiercely
competitive route, and has opted to do so by emphasising the line’s
The group has embarked on a massive investment programme to improve its
ships and the poor service perceptions that have dogged its image in
the past. It aims to fill a ‘character gap’ that exists in the cross-
Channel market, according to Mark Lund, the managing director of Delaney
Greg Delaney, the agency’s creative director, commented: ‘SeaFrance is
creating the atmosphere and spirit of France on its ferries. They’ll
have real character.’
Meanwhile, Delaney Fletcher also picked up the pounds 300,000 UK
Ecolabelling Board account from the Central Office of Information this
week. The agency saw off competition from Ogilvy and Mather and BST-BDDP
to win the business, which aims to publicise the European Union’s system
of labelling goods according to their impact on the environment.