BST-BDDP to handle pounds 2.5m campaign to maintain duty free

BST-BDDP has won the pounds 2.5 million task of mounting a campaign

against the abolition of duty free goods throughout Europe, following a

pitch against Bozell Worldwide.

Unless powerful arguments intervene, the European Commission plans to

abolish duty free sales - which were introduced in 1947 - in 1999.

Without duty free, sales at British duty and tax free retail outlets

(airports, airlines and ferries) would decline sharply. Ferry fares are

likely to rise and there could be route closures, higher air fares and

job losses.

The campaign, which will be funded by leading tobacco, perfume and

drinks companies through the International Duty Free Alliance, aims to

make European holidaymakers and business travellers aware of the

decision taken in 1990 by the EU as part of its overall single market

strategy.

It will run initially at local airports and ferry terminals and may be

extended into European print media. A media buying shop has yet to be

appointed.

Frank O’Connoll, the chairman of the IDFA, said: ’Our objective is not

only to make Europeans aware of the issue but, more importantly, to

mobilise them into action. Duty free is part of everybody’s travel

experience.’

Tim Nicholls, a partner at BST-BDDP, commented: ’Most Europeans are

unaware of the plan to abolish duty free in Europe in 1999. We believe

that, once we make people aware of this possibility, the issue is likely

to strike a chord and generate a major response from the general

public.’

Nicholls added: ’The advertising will attempt to mobilise people into

action by encouraging them to make their point of view known to the

Government.’

This article was first published on Campaign