Butlins drops three-year revamp plan

Butlins has ditched plans to develop a new brand strategy for the holiday group and axed the role of the brand director responsible for overseeing the initiative after only six months.

The company has made Fredda Hurwitz, the recently appointed director of brand and guest experience, redundant and has no plans to retain the position.

Speculation suggests that the Butlins board decided not to implement a three-year rebranding strategy because of the cost involved and is sticking with a policy of driving growth via tactical sales. A spokeswoman says that there is an “ongoing plan” for the brand but has no comments on the departure of Hurwitz.

Hurwitz was recruited from sponsorship consultancy Redmandarin in March (MW March 11). The agency had worked with Butlins on developing the sponsorship of the annual Swimathon. Butlins signed up as headline sponsor in December 2002, but it is uncertain whether the agreement will be renewed. The three-year deal ends in March 2005.

Butlins, owned by Bourne Leisure, began trying to shed its image as a Hi-De-Hi-style holiday camp under sales and marketing director Marc Jones in 2002. He was made redundant in January 2003 and replaced by Ruth Connor. She appointed Mustoes to handle Butlins’ £3.5m advertising business after a pitch in August last year (MW August 28, 2003).

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