British Airways London Eye has moved its entire £1m marketing account to its roster agency, Frank the agency.
Joshua, which handled its advertising, and FutureBrand, responsible for the iconic ferris wheel’s corporate identity, have both lost their place on the London Eye roster. Joshua, however, is currently working on some unspecified projects.
Frank has worked on the London Eye account since 2001 and will now work on an integrated campaign that will break in the next few weeks in time for the wheel’s high season. The first advertising will appear on the London Underground and will be followed by press ads, sales promotions, direct marketing and possibly radio ads.
Frank will base an umbrella campaign – to be revealed by the end of the May – around a “multisensory” strategy. It will engage all five senses and be aimed at commuters, residents and tourists. Individual campaigns will then target localised markets. For example, the press campaign will advertise value-added products such as a “flight” on the Eye and a river cruise.
Frank the agency specialises in multisensory marketing and is due to launch a marketing research process in the coming weeks called Envirometerics. The process will identify sensory items that best relate to a brand.
The agency has recently used its sensory expertise as part of a campaign for Carbon Black, a private members’ club that has in the past organised car rallies around Europe. After identifying the brand as “high octane” the agency developed a high-energy drink to represent the taste of the brand. The agency also works with First Group, Beaverbrooks the Jeweller, the Army and Territorial Army.