Pontin’s, the Scottish & Newcastle-owned holiday firm, has hired
Cheetham Bell to screen a winter advertising campaign to promote its
revamped holiday resorts.
The Manchester-based agency is preparing a pounds 3m TV campaign to
break on Boxing Day which, it claims, will move the Pontin’s brand ’into
the next century’. Cheetham Bell replaced RPM3 as Pontin’s ad agency
after a successful project last summer.
Media has switched from John Ayling and Associates to MediaCom TMB
The campaign will focus on a party theme, with an adaptation of the top
40 hit Horny, Horny, Horny by Mousse T. It will focus on the range of
new family attractions at the eight UK family centres owned by
National press ads and brochures will support the campaign.
Ian Norman, sales and marketing director of Pontin’s, said: ’We’re
excited by the advertising strategy and we’re confident the launch will
lead to positive results.’
The revamp follows a similar move by rival Butlins, which has poured
pounds 139m into a two-year rebranding and modernisation programme.
Story, page 11.