- DMB&B launches a high profile campaign on TV tonight, aimed at minimising trouble in France during the World Cup tournament this summer.
In conjunction with the Foreign & Commonwealth Office and the Central Office of Information, DMB&B has chosen to advise potential travellers to France of the facts rather than lecturing fans on their behaviour.
Research showed that fans' enthusiasm is tempered by the fact that tickets bought on the black market will have the original French purchaser's name on them, and that tickets sold to any third party are invalid. The strategy of the campaign is therefore to communicate this little-known fact on TV, and use it to direct fans to a leaflet that contains other FCO advice they might otherwise have ignored.
Barry Cook, the agency's managing director, said: "Understandably, the only information they will listen to is information about tickets, and the surprising fact about French names on tickets should enable us to direct fans to further FCO advice."
There are two versions of the 30-second television ad -- one featuring an English fan and the other a Scottish fan -- both shot in Marseille by Theo Delaney through Tomboy Films. The ads were written by Richard Lamb-Hughes and art directed by Richard Holmes, showing an ecstatic fan, who has just got hold of a ticket, making his way to the stadium. But when he arrives he discovers that his ticket is invalid and he is turned away.
The FCO leaflet will be available in the May and June issues of major football magazines and in key social, football and travel venues around the country.
The TV ads break during Sky's coverage of the England v Switzerland match today (25 March) and will run until early May with media buying through MediaVest.