A shortlist of four agencies has been drawn up by Butlins. The firm's head of comms Jae Hopkins said that the UK seaside resort brand would appoint the agency that best shows it how to speak to the 'nationwide audience of mums'.
'There is a particular focus on talking to mums about whether it's a brilliant brand for them,' added Hopkins.
'All our research shows that mums are key influencers on choosing and booking holidays.'
The brand currently uses Launch Group, which is repitching for the account, for consumer PR on a project-by-project basis.
Butlins expects to have an agency in place by May, which may be appointed on a one-year retainer or on a project basis like Launch Group.
The three large holiday camps run by Butlins have seen a resurgence in profits after heavy investment, which rival Pontins is hoping to copy.
Pontins plans to reinvent its five parks as themed seaside destinations, including Disney-style cartoon costumes and attractions.