Simon Sheard, the man behind Stella Artois’ ‘reassuringly expensive’ TV
ads, is joining Pontin’s as marketing director to reverse a series of
disasters for the holiday-camp chain.
Sheard, who has been at Whitbread for five years in various senior
marketing roles, will take up the position in the new year.
Pontin’s, which announced flat profits this week, has had a miserable
Over the summer, more than170 people were struck down by food poisoning
at two different sites, and in August holidaymakers were up in arms when
homeless people were accommodated at a camp in Dorset.
Sheard’s brief is to improve people’s perception of the Scottish &
Newcastle-owned chain and take on rival Butlins.
Pontins has 18 sites in the UK, with 750,000 visitors a year.
Sheard was highly thought of at Whitbread, where he became director of
marketing for lagers. He is credited with the launch of Heineken Export
and oversaw Stella Artois’ TV launch with the Jean de Florette-style
‘reassuringly expensive’ ads.
In 1993, he moved across to the hotels division where he became
marketing director. He was responsible for culling the Lansbury Hotels
brand to concentrate on Country Club hotels and Travel Inns.
He left Whitbread in January this year because there was little left to
do with the hotel brands and he wanted a new challenge.
He takes over from sales and marketing director Mike Austin, who is
retiring at the end of the financial year.
Advertising agency HJSW is planning a new national TV and press campaign
starting over Christmas.