Butlin’s changes camp with Biss

Butlin’s, the British holiday company, has moved its PR account to Biss Lancaster after 21 years with Charles Barker.

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

profile.



’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

own thinking.’



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

activity.



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.



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