Butlins, the Bourne Leisure-owned holiday company, has appointed Lida to handle its DM account. It won the business in a pitch against a number of undisclosed agencies.
It is not clear if the incumbent Fox Kalomaski was involved in the pitch.
RPM3:beechwood, Butlins’ above-the-line agency is not affected by the appointment.
Earlier this week the holiday company appointed Zed to handle its £5m media account. It won the business in a pitch against Media Planning Group and the incumbent Rocket.
Both reviews were handled by the AAR, with the media review kicking off in July.
RPM3:beechwood recently launched a new TV campaign aimed at highlighting the entertainment Butlins resorts offer families, featuring the strapline “All Together More Fun”.
It is understood that Profero will continue to work on Bultins’ search and affiliate business.
In April the holiday company signed a licensing deal with Cartoon Network Enterprises to run shows featuring popular cartoon characters at the resorts over the summer.
The tie up will include exclusive animated and video content, and characters in costume.