NEW MEDIA - Butlins in e-push to rebuild image

Butlins this week goes live with a new web site as part of a drive to shake off its unfashionable ’Hi de Hi’ image.

Butlins this week goes live with a new web site as part of a drive

to shake off its unfashionable ’Hi de Hi’ image.

The Rank-owned family holiday brand is offering an exclusive free

day-pass via the web site to encourage a new audience to experience its

’new look’ resorts.

The site is designed to appeal primarily to the company’s C1 and C2

target audience, many of whom have come online for the first time over

the past year thanks to the introduction of free ISPs.

As well as applying for a coupon for a free day at a Butlins resort,

customers can also buy a limited range of holidays online via a link to

a the Leisurehunt site.

Butlins says new back-end systems will offer a more comprehensive range

of packages towards the end of next year.

Earlier this year, Butlins relaunched its key resorts at Minehead,

Bognor and Skegness after unveiling plans for a pounds 139m rebranding

scheme in 1997.

The move was designed to position the resorts as more of a short-break

leisure destination in the face of growing competition from cheap

holidays overseas and Center Parcs in the UK.

The site will provide details on how to get to the resorts, as well as

information on other brands with outlets in the company’s new Skyline

Pavilion complexes, such as Burger King, Harry Ramsden’s and Odeon


The site was designed and built jointly by Partners in Marketing and new

media outfit Clockwork Web. The two firms won the business earlier this

year after a three-way pitch against undisclosed opposition.

’The key objective initially is to reach a wider market via the web.

It’s really a brand exercise to increase the consideration of Butlins

resorts as a family destination and to demonstrate that the Butlins

experience has changed,’ said Stephen Bennett, design development

director at Clockwork Web.

The Butlins site is at


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


Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
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
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers