Butlins launches TV campaign

Butlins is launching a television campaign as part of its repositioning drive to change perceptions of the brand.

Butlins Ocean Hotel
Butlins Ocean Hotel

The campaign breaks on Boxing Day and focuses on the holiday chain’s contemporary accommodation.

The 30-second TV spot showcases the Ocean Hotel and the Shoreline Hotel, Butlins’ two family hotels at the south coast beach resort Bognor Regis.

The creative acknowledges people’s past perceptions of the brand as a holiday camp atmosphere but updates it with a fresh look at the emotions of a family from day to night.

It features a rerecorded version of the 1980s Dead Or Alive track “You Spin Me Round”, which accompanies visuals of the interior and exterior of each hotel.

Jackie Martin, sales and marketing director of Butlins, says: “We’re looking to surprise consumers, especially those who may not have considered Butlins in the past, with our premium beachside accommodation and facilities.”

The ad was created by Libertine, Butlins’ lead advertising agency. Media Planning was handled by Zed Media.

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