Mustoes has developed a television branding campaign for holiday camp company Butlins, using the strapline ‘Kids Love It’.
The £5m campaign, which is due to break on Boxing Day, moves away from Butlins’ positioning as a value destination and focuses on its appeal to people with families.
The humorous ads feature a number of young children crying because they are being taken to exotic destinations such as Tuscany. The infants break into grins when they learn they are really going to Butlins.
The TV campaign will be supported by magazine, press and online advertising and direct marketing activity.
Butlins is also to unveil a new corporate identity, created by London agency Unreal, for its family break products.
Butlins sales and marketing director Ruth Connor says: ‘The campaign will make people think differently about their holiday choice, whether it is for their summer holiday or short breaks throughout the year.’