NEWS: Agencies line up for Butlin’s holiday task

One of Britain’s best-known holiday brands, Butlin’s, is searching for an agency, following a decision by its parent, Parkworld, to consolidate its entire pounds 6 million advertising account.

One of Britain’s best-known holiday brands, Butlin’s, is searching for

an agency, following a decision by its parent, Parkworld, to consolidate

its entire pounds 6 million advertising account.



Currently, Butlin’s handles much of its advertising in-house, while its

sister brand, Haven, uses Kelly Weedon Shute. CIA Media-network and MBS

handle media on the accounts.



Although this is not up for review, it is thought that a media

centralisation could follow the creative changes.



The Rank-owned Parkworld has approached blue-chip agencies through the

Advertising Agency Register, and three new agencies plus the incumbent

are on the shortlist. Presentations are scheduled for the end of the

month, with a decision expected in July.



Butlin’s has been one of the cornerstones of British camp holidays since

1936, catering for cost-conscious consumers. Haven’s 40 or so resorts

are targeted at the same socio-economic group but attract those with

quieter tastes.



The Butlin’s marketing manager, Dawn Cremin, would not comment except to

confirm the review. However, it is understood that Parkworld is seeking

greater distinction between the two brands and a strong direct response

element to support Haven and Butlin’s in an increasingly competitive

holiday market.



David Shute, the managing director of Kelly Weedon Shute, refused to

comment.