NEWS: Delaney Fletcher nets pounds 4m SeaFrance work

SeaFrance, the fledgling ferry service, has chosen Delaney Fletcher Bozell to help position it as the ‘Francophile’s’ option for travelling across the Channel.

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

French flavour.



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

Fletcher.



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.