Pontin’s appoints Cheetham Bell to winter campaign

Pontin’s, the Scottish & Newcastle-owned holiday firm, has hired

Cheetham Bell to screen a winter advertising campaign to promote its

revamped holiday resorts.

The Manchester-based agency is preparing a pounds 3m TV campaign to

break on Boxing Day which, it claims, will move the Pontin’s brand ’into

the next century’. Cheetham Bell replaced RPM3 as Pontin’s ad agency

after a successful project last summer.

Media has switched from John Ayling and Associates to MediaCom TMB

North.

The campaign will focus on a party theme, with an adaptation of the top

40 hit Horny, Horny, Horny by Mousse T. It will focus on the range of

new family attractions at the eight UK family centres owned by

Pontin’s.

National press ads and brochures will support the campaign.

Ian Norman, sales and marketing director of Pontin’s, said: ’We’re

excited by the advertising strategy and we’re confident the launch will

lead to positive results.’

The revamp follows a similar move by rival Butlins, which has poured

pounds 139m into a two-year rebranding and modernisation programme.

Story, page 11.

This article was first published on Marketing