Butlins
The season of goodwill
Butlins, the UK holiday camp operator, first approached Redmandarin shortly after their acquisition by Bourne Leisure. The new owners were keen to invest significantly in Butlins, to upgrade the standard of accommodation to be more in line with the fantastic entertainment and leisure facilities in their three UK sites, and with the longer term intention of increasing the average charge per person-night.
In order to achieve this price increase they recognized that they needed to shift perception of the brand to appeal to a slightly more affluent category of guest, and, for a British seaside institution that has a solid reputation for economy holidays, this was quite a challenge. The question put to us was how could sponsorship help, if at all, to shift perception of the brand?
To hear how Father Christmas helped Butlins out,click here
