Butlins in search for direct shop for £5m parents brief

LONDON - Butlins is hunting its first direct marketing agency to encourage British families to switch from taking holidays abroad to spending them in the UK.

The Bourne Leisure-owned brand is talking to a number of agencies about the work. The account, which is believed to be worth £5m, will include direct mail, inserts, door-drops, brochures and online activity.

Direct activity due to break in the new year will focus on how Butlins resorts cater for parents as well as children. The work will raise awareness of its sites at Minehead, Bognor Regis and Skegness.

The work will tie in with a £5m TV campaign by ad agency Mustoes, which will break on 26 December.

The executions, which use the strapline "Kids love it", feature children screaming in dissent at a voiceover promoting holidays in exotic overseas locations. The strategy was devised after research commissioned by Butlins found that families' main reason for visiting the resorts was that their children "loved it".

The company has also overhauled the corporate identity for its family breaks, created by branding agency Unreal in conjunction with Mustoes.

Butlins is the latest Bourne Leisure brand to be seeking an agency. This summer the group appointed integrated agency HDM to create campaigns for its Haven Holidays and British Holidays brands.

The agency's first work will break next year, and will include direct mail, brochure mailings, direct-response TV and press advertising.

Last year more than 6m people -- a record number -- visited holiday resorts in the UK.

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