JWT wins 13m Stena relaunch

Ferry company Stena Sealink has chosen J Walter Thompson to handle its advertising account. It plans to more than double its ad spend to 13m in 1996.

Last year the company spent 5.5m (Register-MEAL) through GGT. The account was awarded to JWT without a pitch.

The business will cover advertising for the company’s relaunch as Stena Line in January.

The expanded ad budget reflects an increasingly aggressive strategy. Stena announced at the beginning of this month that it will be changing its corporate identity and increasing its cross-channel services in the new year, when it formally ends its pooling agreement with French ferry operator SNAT. It is introducing a fourth super ferry and a fast-ferry service on the Dover-Calais route. It will then be able to offer 27 sailings a day.

Rival P&O has announced a 19 per cent fall in profits to 25m for its ferry operation in the first half of 1995, placing its dominance of the cross-channel market under threat.

Stena’s advertising through GGT has concentrated on price promotion. This contrasts with P&O’s more image-based campaigns through Bates Dorland.

Stena is likely to change tack to promote improvements in its service, which is being billed by the company as “unrivalled in style, quality and frequency” across the Straits of Dover.

Latest from Marketing Week

Influencers, consultancies and the recruitment crisis: The key topics of conversation at Cannes Lions

cannes lions

Cannes Lions 2018: Marketers turned out in force to advertising’s biggest annual event. But away from the usual talk of purpose and creativity, some big issues such as the recruitment crisis, how advertising responds to the #MeToo movement and cleaning up the influencer marketing space were discussed.


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here