SeaFrance is reviewing its &£2.4m advertising account, held by Doner Cardwell Hawkins, as it battles against rival cross-channel car ferry and freight businesses.
Doner Cardwell Hawkins is believed to be repitching for the business and the review is being overseen by marketing manager Rachel Risbrook. Media, handled by Media-edge:CIA, is not under review.
SeaFrance has come under increasing pressure from rival freight and passenger carriers Eurotunnel, P&O Ferries and Norfolk Line. The weakness of the pound against the euro has also affected its predominantly British business.
After a strong 2002 the French-owned company has warned that growth will drop this year. It launched a new vessel, SeaFrance Rodin, in November 2001 and in 2002 the company’s share of the passenger and tourist vehicle market rose from 10.5 per cent to 13 per cent while its share of the freight market rose from 17 per cent to 20.4 per cent.
Doner Cardwell Hawkins was appointed to the account in February 1997 after winning the business from Delaney Fletcher Bozell. Its first work was a TV and press campaign focusing on price and using the strapline “The difference, c’est SeaFrance”.
SeaFrance has ordered another vessel, due to be delivered in February 2005.