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
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
This year, operators have had to market holidays more vigorously than
ever to lure people into taking breaks abroad rather than in Britain.