DFDS Seaways Passenger UK has handed its £2 million on-and-offline creative advertising account to Different.

The Newcastle agency won the brief following a four-way-pitch and will cover DFDS Seaways’ overnight ferry crossings and mini cruise breaks targeted at families, couples and groups.

Activity will include brand and tactical advertising on-and-offline as part of the company’s ‘Real People Genuine Experiences’ campaign which will aim to offer consumers an insight into the DFDS Seaways offering and will run across TV, radio, press, print and online.

 Pete Akerman, head of marketing for DFDS Seaways commented, ‘With the new concept we want to get much closer to the actual DFDS Seaways experience and show how we make our guests feel while they travel with us. We are delighted to appoint Different as creative agency partner to help us realize our vision.’

Ben Quigley, chief executive of Different commented:P "We’re delighted to be working with DFDS Seaways and very excited about the new campaign and direction. The concept is based on genuine consumer insight. It’s honest, believable, exciting, different and personal. We can’t wait to embark on our journey to help drive sales.”

Different will work alongside media agencies John Ayling Associates and Agenda 21 on the account.