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