HDM beats Doner Cardwell to £2.4m SeaFrance brief

SeaFrance has appointed HDM Total Communication to handle its £2.4m advertising account with a brief to help it win back cross- channel travel business lost to rival ferries and Eurotunnel.

SeaFrance has appointed HDM Total Communication to handle its &£2.4m advertising account with a brief to help it win back cross- channel travel business lost to rival ferries and Eurotunnel.

HDM won the account after a head-on pitch against incumbent Doner Cardwell Hawkins. The pitch was overseen by marketing manager Rachel Risbrook. HDM will be responsible for strategy, advertising and brand guardianship. Doner Cardwell Hawkins had worked on the business since February 1997.

The French-owned company retains Steel Design Partnership for its direct marketing activity and The Inline Partnership as a regional agency. Media is handled by Media-edge: CIA.

Competition in the cross-channel sector in both the passenger and freight markets has increased in recent years and put SeaFrance under pressure. The company has warned that growth will slow down this year, but it is still adding a sister ship to the SeaFrance Rodin fleet in early 2005.

Eurotunnel is to launch a brand advertising campaign on October 1, devised by Publicis. The outdoor and press campaign delivers humorous messages about the enjoyable experience of being in France and the speed of Eurostar’s service compared to ferries – one ad carries the strapline “Ferry slow or very fast?”

Other travel and leisure brands handled by HDM include Continental Airlines, Emirates, FlyBe and Jersey Tourism.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

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

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

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 will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

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

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

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