Butlin’s triples spend in bid for modern image

Butlin’s, the Rank-owned holiday company, has increased its 1998

marketing budget threefold, to pounds 10m, in its most serious attempt

yet to reposition itself for the new millennium.

More than a third of the budget will be spent in the first quarter on

national TV, radio and press ads, carrying the line ’You should see what

has happened at Butlin’s’. The mix of brand building and direct-response

ads has been created by WCRS and focuses on improvements made to the

seaside centres.

So far, the centres have benefited from pounds 70m of a pounds 140m

makeover, which will include upgrading accommodation and the building of

sub-tropical waterworlds and all-weather sports courts.

The entertainment has also been improved, with ’fun’ restaurants opened

and new acts hired.

This article was first published on Marketing