Butlins banks on green dinosaur

Watch the Butlins’ ad here.

/r/i/d/ButlinsDinosaur.jpg

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.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here