Sales and marketing director Marc Jones wants to see perceptions of Butlins altered to that of a 'modern, contemporary brand', rather than linked to the 40-year-old holiday camp image portrayed in the BBC comedy series.
'We are a modern holiday experience for short breaks, that is the image we want to get across,' he said, adding that too often in the media Butlins has been 'a short form for a 1950s image of Britain'.
To coincide with this fresh media push Butlins has changed PR agency, parting company with Biss Lancaster by mutual agreement after five years, and choosing the RED Consultancy following a four-way pitch.
The RED team is headed by MD David Fuller and reports to Jones and brand managers Joanna Wilcox and Kerri Palmer.
The brief is for consumer PR work and specifically to gain more coverage in the national travel and mainstream news pages. Jones added that his ideal was to gain better coverage in the 'middle market press', such as the Daily Express and Daily Mail.
Butlins is part of the Bourne Leisure Group, which also owns holiday firms Haven, British Holidays and Warner.
Its centres are marketed as year-round venues, targeting families during holidays and with separate, themed events including school reunions and activities for the over-18 age group.