Butlins seeks direct shop for £5m work

Bold, Ben
December 2004
Marketing (00253650);12/15/2004, p9
Trade Publication
The article reports that Butlins is hunting its first direct marketing agency to encourage British families to switch from taking holidays abroad to spending them in Great Britain. The account, which is believed to be worth £ 5m, will include direct mail, inserts, door-drops, brochures and online activity. Direct activity due to break in the new year will focus on how Butlins resorts cater for parents as well as children. The strategy was devised after research commissioned by Butlins found that families' main reason for visiting the resorts was that their children "loved it." Butlins is the latest Bourne Leisure brand to be seeking an agency.


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