NEWS: Butlin’s picks Burnetts for repositioning task

ParkWorld Holidays has chosen Leo Burnett to help Britain’s most famous holiday name, Butlin’s, win back holidaymakers and give the brand more appeal outside of its traditional markets.

ParkWorld Holidays has chosen Leo Burnett to help Britain’s most famous

holiday name, Butlin’s, win back holidaymakers and give the brand more

appeal outside of its traditional markets.



Burnetts beat DMB&B, Kelly Weedon Shute and St Luke’s in a competitive

pitch for the Butlin’s business. However, Kelly Weedon Shute managed to

retain its hold on the combined pounds 3 million account for Haven and

Haven Europe, Butlin’s sister brands, which was also up for grabs in the

pounds 6.5 million shoot-out (Campaign, 7 June).



The appointment of Burnetts to the pounds 3.5 million Butlin’s account,

which was previously handled in-house, signals the start of a more

concerted approach to advertising in a bid to re-energise the Butlin’s

brand. It follows the appointment of Andrew Teare as the new chief

executive of ParkWorld’s parent, the Rank Organisation.



Butlin’s has been drawing cost-conscious customers into its holiday

camps for 60 years, but over the past two decades its core market has

come increasingly under siege from cheap foreign holidays.



Media was not included in the review. Butlin’s will remain with CIA

Medianetwork, while MBS will continue to work on Haven.



Nick Brien, the managing director of Burnetts, who ran the pitch for

ParkWorld, said: ‘Butlin’s is most definitely in the hearts of so many

generations of British holidaymakers. The task of broadening the brand’s

appeal represents an exciting opportunity.’



Peter Allport, ParkWorld’s marketing director, explained his decision to

split the brands rather than put them all in the same agency.



‘Haven is a young brand with a diverse product range. The major

marketing task is to improve awareness among key targeted sectors of the

family market. Butlin’s, on the other hand, is a mature brand which

requires repositioning to broaden its appeal beyond its traditional

market,’ he said.



ParkWorld sells more than three million holidays a year between its

three brands.



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