Butlins has handed its £3m advertising account to Mustoes with the aim of strengthening its presence in the domestic breaks market, which is facing increased competition from specialised camping and cottage holiday brands.
Senior King Communications Group previously handled the bulk of Butlins advertising. However, sales and marketing director Ruth Connor, who was appointed in January, is believed to want more sales-focused marketing activity.
She oversaw the pitch for the business, which also involved CDP-travissully, Barret-Cernis, Feel, Barrington Johnson Lorains and Senior King.
Connor was previously sales and marketing director of agency sales and e-commerce at holding company Bourne Leisure. Her predecessor at Butlins, Mark Jones, was keen to develop the brand with a more youthful and fun image and shake off connotations of the “Hi De Hi”-style holiday camps of old.
Under his tenure, Butlins sponsored Swimathon, the rights of which are owned by LEA Events of London.
He also initiated an SMS text-messaging promotion that tied up with high street clothing retailers. Butlins says it intends to sponsor the Swimathon next year.
In May, Butlins introduced a new brand mascot, Billy The Bear, which was launched by comedian Johnny Vegas.
Senior King is still working on an autumn breaks campaign. Bourne Leisure bought Butlins in October 2000. It operates three resorts.