Profero beats three to Butlins account

LONDON - Butlins has handed Profero its digital media planning and buying account following a pitch managed by the AAR. Profero beat Agency Republic, Media Contacts and Unique Digital to the seven-figure account, previously held by Equator.

New activity will combine display and search advertising with acquisition marketing. The Bourne Leisure-owned company already takes 45 per cent of its bookings online and wants to increase this figure.

Tessa Critien, the head of e-commerce at Butlins, said: "The internet is developing at such a pace that new opportunities are constantly coming up. Online bookings have grown by 24 per cent since last year, so acquisition is very important to the business."

Butlins handed its above-the-line media planning and buying to PHD Compass earlier this month as Bourne Leisure reviewed its advertising arrangements. The company is hoping to entice British holidaymakers back to its UK seaside resorts.

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