Butlin's launches campaign to target busy mums

Butlin's: targets busy mums
Butlin's: targets busy mums

Butlin's is launching a campaign on Christmas Eve that targets busy mums looking for a relaxing family break, a month before the brand turns 75.

The campaign, created by Mother, features a 30 and 40-second TV ad that will run across national television, supported by online activity and print ads placed in women’s magazines.

The ad shows Ludo the Dino, a fluffy green dinosaur, having fun with children and sharing experiences at Butlin's, such as playing in the pool, rock climbing and walking on the beach.

The ad is set to a version of Kansas’s 'Dust in the Wind', newly recorded by the music artist Sança. In the ad, the song appears to be played by Ludo the Dino. The ad ends with the Butlin’s tag line "Happy days".

The campaign breaks just ahead of the travel industry’s busiest booking period in January and aims to make the brand appealing to returning and new customers together.

Jackie Martin, marketing director, Butlin's, said: "Families are working harder and for longer hours than ever. This campaign will remind people that Butlin’s is the perfect place for them and their family to unwind, have a great time together and leave with memories of happy days."

Butlin’s has invested £116m in its resorts since 2003. Earlier this month, direct holiday resort rival Pontin's called in administrator KPMG to run the parks until a buyer is found.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug