Pontin’s calls in agencies for 2m repositioning campaign

Pontin’s, the Scottish & Newcastle- owned holiday camp chain, is talking to agencies about a 2m repositioning drive. The move comes only weeks after its traditional rival, Butlin’s, signed up Leo Burnett for a 4m campaign.

The Pontin’s business is currently held by travel specialists HJSW, which says it is unaware of a review. But a list of four agencies is believed to have been drawn up by marketing director Simon Sheard.

“Pontin’s has changed a number of its camps and redeveloped others moving them to smarter locations,” says one source. “It plans to spend 2m in January and February to relaunch the new version Pontin’s and attract young families and older people.”

Sheard joined last year and was previously responsible for Stella Artois’ “reassuringly expensive” advertising campaign. He was unavailable for comment as Marketing Week went to press.

Pontin’s move follows that of Butlin’s, whose holding company ParkWorld Holidays appointed Burnett to reposition the brand and broaden its appeal beyond its traditional market (MW July 19). Both companies face the same threat from cheaper overseas holiday destinations and an outmoded image.