Horizon’s Edge Selects A&G

BOSTON-Allen & Gerritsen will create a multimedia campaign for the Horizon’s Edge Casino Cruises.

The Watertown, Mass., agency prevailed in a review over undisclosed contenders; the work had previously been handled in-house.

Spending was not disclosed. A&G is charged with crafting TV, radio, print, outdoor and collateral executions. It will also make recommendations to the client on marketing itself on the Web.

“Their reputation for results and the enthusiasm among the creative team sets them apart,” said Dan Carnevale, vice president of sales and marketing for Horizon’s Edge.

The 186-foot S.S. Horizon’s Edge sets sail twice daily from Lynn, Mass., offering fine dining and Las Vegas-style wagering and entertainment. Ads will likely break in April, Carnevale said, in preparation for the ship’s return from a refurbishing in Florida.

Creative concepts are now in development, according to agency president Andrew Graff. The client’s previous tagline, “Horizon’s Edge—where the sky meets the sea,” probably will not be retained. For A&G, Horizon’s Edge provides a creative showcase and continues the agency’s efforts to diversify its account roster, Graff said.

Horizon marks the second consumer-focused account that the agency has added of late. In January, the shop picked up creative chores for TJX Cos.’s Homegoods housewares store chain [Adweek, Jan. 8].

Horizon’s Edge isn’t the only nautical account at A&G. Since 1999, the agency has crafted ads on a pro-bono basis for The Lighthouse Preservation Society. The shop recently launched 15- and 30-second TV spots for the client featuring a crusty old man on a seaside cliff who tries to avert a shipwreck with a small handheld light. Joshua Lavine