DFDS Seaways has moved its £1m UK advertising account out of DDB London to Danish agency Halbye, Kaag & Thompson, as the cruise and ferry operator attempts to build a pan-European brand.
DDB London worked with UK sales and marketing director Matthew Eastlake to produce the first DFDS television campaign in the UK for four years in February this year (MW February 19).
The Danish agency is a J Walter Thompson shop and was appointed after a review at the DFDS Seaways head office. The company is developing new concepts for its on-board passenger areas and is planning a campaign across several territories next year.
The UK TV campaign was created to increase the operator’s share of the short-break market and increase passenger numbers on the Newcastle to Amsterdam service. It targeted 25- to 60-year-old couples and mixed groups, and ran in Tyne Tees, Yorkshire and Central Scotland.
Eastlake was promoted to sales and marketing director in January 2002, filling a position that had been vacant for three years (MW January 8, 2002).