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 www.butlins.co.uk.