Butlins is introducing a new brand icon, a green dinosaur, in its latest bookings campaign that focuses on busy mums and their wish for fun family breaks.

Ludo the Dino will help illustrate how children see their families and holiday experiences and has been created with the help of the agency Mother. The campaign also introduces the new strapline “Happy Days”.

The soundtrack to the ad is Dust in the Wind, originally recorded by the US rock band Kansas and re-recorded by the Cape Verdean artist Sança. The ad ends with Butlins’ new motto ’Happy Days’.

The TV campaign breaks tomorrow (24 December) in 40 and 30 second versions. It will be supported by press advertising in women’s magazines and social networking activity focused on Ludo the Dino.

Ludo will also make personal appearances at the three Butlins resorts from February half term. The company is celebrating its 75th birthday next year.

Holidaying in the UK has seen a fillip since the recession with families deterred from travelling abroad due to the weak pound.

However, rival holiday company Pontins went into administration last month. The process is being handled by KMPG and speculation is mounting that the holiday sites will be sold to a property developer.

Jackie Martin, marketing director of Butlins, says: “This campaign will remind people that Butlins is the perfect place for them and their family to unwind, have a great time together and leave with memories of happy days”.

Mother was appointed to work with Butlins in August after a competitive pitch.