The work will involve launching Butlins’ new family brand creative across a number of channels, including television, print media and direct mail. It will support Butlins’ existing agencies with strategic direction for communications via online, on-resort and brochure channels.
Mother won the account following a five-way pitch against incumbent agency Libertine and four other agencies.
Butlins is celebrating its 75th anniversary next year and has seen growing visitor numbers as it has improved perceptions of the brand and the recession has encouraged holidaymakers to stay in the UK.
Jackie Martin, sales & marketing director for Butlins says: “We have enjoyed a successful relationship with Libertine and wish them all the best for the future. However now is the time to embrace the creative and dynamic proposals which Mother presented to us, which we believe will move Butlins even further ahead in the market.”
The campaign is due to break at the end of 2010.
Spar recently signed a deal with Butlins and Haven Holidays owner Bourne Leisure Group to open branded convenience stores at all its UK sites.