LOS ANGELES - Eisaman, Johns & Law last week was gently fanned by the ocean breezes when it won the estimated $3-million Crystal Cruises account.
The shop, which beat out DMB&B/L.A. and Pallas Advertising/S.F. in the final rounds, won the welcome nod with a tagline that especially impressed the cruise company's management and a campaign presentation that combined advertising, collateral, sales promotion and other trade-directed materials in a unified package.
'One of the campaigns presented will be used in the actual advertising,' said Arthur Sbarsky, Crystal Cruises' senior vp/marketing. 'One of the rules was that the advertising was not meant to be advertising to win the account. It was meant to run and run quickly.'
Crystal cruises is launching a second ship, Crystal Symphony, next year, a debut that will double the company's capacity. It's critical that the company begin quickly to solicit bookings for the additional destinations.
Dennis Coe, president at Eisaman, Johns, said that the agency likened the task of advertising Crystal Cruises to a number of its current clients. That, Coe believes, helped it snare the account.
'We are often addressing an affluent, upscale audience with Giorgio, Neutrogena and the Southern California Cadillac Dealer Groups,' Coe said. 'We had a lot of insight into what the potential customer was looking for in the cruise experience.'
Copyright Adweek L.P. (1993)