Butlin's returns to TV with 'altruistic' mission

Butlin's, the Bourne Leisure-owned resort brand, is preparing a post-Christmas campaign to push its "altruistic" brand purpose of helping families "rediscover their sparkle".

Butlin's has redefined its brand purpose, which is communicated internally within the company as, "Helping hardworking families rediscover their sparkle", and aims to convey this in the new campaign.

Created by Now, which started working with the leisure brand in mid-2011, the campaign launches on Boxing Day and will run until the end of January.

The new campaign combines a storybook-style animation format with the YouTube song 'Trololo', and shows a family enjoying each other's company and "getting their sparkle back" at a Butlin’s resort.

Butlin's has ditched its previous brand character, Ludo the green and fluffy dinosaur, in favour of the new format.

Rachel Kepinska-Smith, head of brand at Butlin's, told Marketing that the holiday brand had been associated with negative perceptions before, but that the new campaign was designed to "break" those connotations, with an "altruistic purpose" that champions hardworking families.

Kepinska-Smith said the ad was a demonstration of the favoured phrase of the brand's founder Billy Butlin, which he quoted from Shakespeare, namely, "Our true intent is for all your delight."

She said the music from 'Trololo', the viral hit fom Russian singer Eduard Khil singing in a 1970s recording, "can’t help but make people smile". She added that the TV ad iwas designed to "provide a free sample of the feeling people get of being on a Butlin's holiday".

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).