KENT agency Acumen Marketing Communications gave rivals the pip by turning orange into silver.

Acumen's advertisement for Israel's national airline El Al won a silver award in the CIMTIG Travel Advertising Awards 2003.

The ad featured a Jaffa orange with the slogan "The only thing that's squeezed in business class to Tel Aviv".

Judges rated it second only to a Saatchi campaign for British Airways.

Lester Corney, managing director of Acumen, based at Chipstead, near Sevenoaks, was delighted with the accolade.

After the ceremony, held at the London Hilton in Park Lane, he said: "It proves that memorable advertising doesn't depend on the size of the client or the size of the agency. It depends on a good brief and the imagination and inventiveness of the creative team.”

The CIMTIG Travel Advertising Awards have been running for more than 30 years and recognise the best creative and most effective advertising in the travel and tourism industry.