Sponsorship to drive fresh Butlins image

Holidays company Butlins is exploring sponsorship opportunities as part of a strategy to reposition itself as “fun and youthful” and move away from its cheap holiday brand proposition. The company has appointed sponsorship agency Redmandarin to find national events and projects that Butlins could sponsor.

Butlins sales and marketing director Marc Jones, who joined from the same position at Warner Holidays last October, says that the company wants to “form a closer relationship with its customers” and is exploring all options, including considering “schools-related projects” or “creating major events”.

He adds: “Sponsorship is a new element in Butlins’ marketing. It is examining ways of taking its entertainment offering out of the resort to showcase what it can provide.”

It recently launched its “Breakaways” winter break brochure, which offers holidays based around boy band Blue and television’s Pop Idol singers, including winner Will Young. The brochure also includes themed breaks such as a Soapstars holiday, featuring cast members from Hollyoaks and Emmerdale.

A six-figure deal – negotiated by Butlins’ media agency Mediaedge:CIA – with cable and satellite channel Fox Kids was signed in June to develop Butlins’ presence on the channel’s website.

Butlins was bought by Bourne Leisure in October 2000 and operates three resorts. Senior King handles the creative work for the holiday company.

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