NEWS: Eurocamp picks four shops for review out of McCanns

Eurocamp, the continental camping holiday specialist, is reviewing its pounds 3 million account out of McCann-Erickson in Manchester.

Eurocamp, the continental camping holiday specialist, is reviewing its

pounds 3 million account out of McCann-Erickson in Manchester.



Paul Tracy, the company’s marketing director, is lining up four agencies

to contest the account against McCanns and Universal McCann, which

handles the media buying.



The review follows a difficult period for Eurocamp, which claims

leadership of the continental camping market with a more than 50 per

cent market share. However, it has recently seen its share eaten away by

the aggressive pricing policy of its biggest rival, Eurosites, which is

owned by the holiday giant, Airtours.



However, Eurocamp executives believe that Eurosites will not be able to

sustain its low prices and that defecting customers can be wooed back as

charges rise.



Selected agencies will be asked to present budget recommendations in the

middle of next month.



Brian Child, the McCanns chief executive, was unavailable for comment as

Campaign went to press.



Last year, Eurosites appointed the Poulter agency in Leeds to handle the

creative work on a pounds 500,000 campaign to boost bookings for the

summer season (Campaign, 17 November 1995).



The appointment was made in the wake of a difficult 1995 for the major

tour operators, which found them locked in an aggressive price war as

holidays went unsold and thousands of potential customers stayed at

home.



This year, operators have had to market holidays more vigorously than

ever to lure people into taking breaks abroad rather than in Britain.



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