NEWS: Pontin’s image to get PR push

Holiday Club Pontin’s has hired its first consumer public relations agency to help move away from its ‘hi-de-hi’ image.

Holiday Club Pontin’s has hired its first consumer public relations

agency to help move away from its ‘hi-de-hi’ image.



The holiday chain, which is part of brewing, leisure and retail giant

Scottish and Newcastle, appointed Countrywide Porter Novelli’s Leeds

office last month after a three-way pitch.



The awarding of the contract, which is believed to be worth more than

pounds 100,000 in fees, coincides with a pounds 55 million programme of

refurbishment at Pontin’s 14 sites in Great Britain, Jersey and the

Republic of Ireland.



Countrywide Porter Nov-elli director Liz Licence said the agency, which

will be targeting C1/C2 holidaymakers, would be aiming to bring Pontin’s

alive to consumers.



‘Sixty per cent of Pontin’s clients return again and again, however,

people who have never been have a mistaken preconception of what it is

really like. We have to change that. Pontin’s has never been about hi-

de-hi and blue coats,’ she said.



Pamela Knight, Pontin’s marketing services manager, said the company

would continue to use its long-time travel specialist Results PR.



‘We want to extend our PR, most of which was formerly aimed at the

travel press, into the consumer sector. Basically, with our investment

programme, we want to relaunch Pontin’s through the millennium and

beyond,’ she said.



Pontin’s was launched by Fred Pontin in 1946 and was sold to Coral in

1978. It was bought by Scottish and Newcastle, after two further changes

of ownership, in 1990.



The holiday chain which, along with Center Parcs, makes up Scottish and

Newcastle’s leisure division saw operating profits fall from pounds 7

million to pounds 6.2 million in the first six months of this year. The

results, which were announced this week, saw Scottish and Newcastle’s

overall profits rise by 26 per cent to pounds 195.1 million.



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