Butlin’s, the British holiday company, has moved its PR account to
Biss Lancaster after 21 years with Charles Barker.
Charles Barker will continue to work on some projects until Christmas,
but Biss Lancaster will be working on the account from September.
The brief includes liaising with consumer travel media, crisis and
issues management, and developing a campaign to boost the Butlin’s
’Our job is to revitalise and invigorate the brand,’ said Michelle
Waldron, consultant director at Biss Lancaster. ’We want to make it more
of a contemporary offering.’
Butlin’s, which is owned by leisure group The Rank Group, hired
advertising agency Leo Burnett last summer, in an attempt to attract a
new generation of holiday-maker.
The holiday camp organisation was set up by Billy Butlin in 1936 with
the aim of offering a ’week’s holiday for a week’s wages’. But in recent
years bookings have dropped as people spend more and go further afield
for their holidays. The company also faced legal action in March after a
monorail crash at one of its camps.
The Rank Group, which also owns Odeon cinemas, Hard Rock Cafes and
Pinewood Studios, saw its share price drop to its lowest in a year in
June, following the announcement of low sales.
’Butlin’s is committed to change and has an exciting future ahead,’ said
Isabel Greenwood, managing director at Biss Lancaster.
Biss Lancaster’s portfolio of leisure and travel accounts includes
Disneyland Paris, Novotel and Eurodollar. Rank Holiday’s commercial
services director, Peter Allport said: ’Biss demonstrated a clear
long-term strategy for the Butlin’s brand, very much in line with our
Allport was promoted from his job as sales and marketing director at
ParkWorld Holidays, which runs Butlin’s and Haven, in June. He is
responsible for marketing, public relations, sales and retail
Biss Lancaster’s hiring follows on the heels of Rank Holiday’s decision
to centralise its pounds 10 million media planning and buying account to
CIA Medianetwork in July.