Butlin’s, the Rank-owned holiday company, has increased its 1998
marketing budget threefold, to pounds 10m, in its most serious attempt
yet to reposition itself for the new millennium.
More than a third of the budget will be spent in the first quarter on
national TV, radio and press ads, carrying the line ’You should see what
has happened at Butlin’s’. The mix of brand building and direct-response
ads has been created by WCRS and focuses on improvements made to the
So far, the centres have benefited from pounds 70m of a pounds 140m
makeover, which will include upgrading accommodation and the building of
sub-tropical waterworlds and all-weather sports courts.
The entertainment has also been improved, with ’fun’ restaurants opened
and new acts hired.