BST.BDDP has won the account for Eurotunnel’s Le Shuttle service in the UK after a pitch against incumbents BMP DDB and Wunderman Cato Johnson, which is owned by Young & Rubicam.
An advertising campaign for Le Shuttle is expected to break within the next two months, featuring new creative work from BST.
Eurotunnel conducted the pitch for the Le Shuttle account in February, following the appointment of new commercial director Bill Dix. There were reports of dissatisfaction with the way the brand was being differentiated from Eurotunnel’s other service, Eurostar.
Le Shuttle operates the service which transports vehicles across the Channel, whereas Eurostar runs the city-to-city, passenger-only service.
Le Shuttle spent 11m last year on its launch campaign, and claims the figure will be about 15m this year. But one source says that above-the-line spending is to be slashed to 5m, with additional funds diverted below the line.
Le Shuttle began its 25m pan-European campaign in February last year through BMP, with Young & Rubicam’s through-the-line agency, Wunderman Cato Johnson, handling the direct marketing.
The pan-European Le Shuttle account spends half of its budget in the UK, where two thirds of its custom originates.
It is believed the Continental side of the business, worth up to 10m, will be handled by BDDP, although this has yet to be confirmed.
Meanwhile, London & Continental Railways is conducting a pitch for the Eurostar account, and has shortlisted GGT, St Luke’s and the incumbent, Young & Rubicam.
The pitches take place this week, with the result expected after the Easter break.