Magazine article Marketing

Butlins in E-Push to Rebuild Image

Magazine article Marketing

Butlins in E-Push to Rebuild Image

Article excerpt

Butlins this week goes live with a new web site as part of a drive to shake off its unfashionable 'Hide Hi' image.

The Rank-owned family holiday brand is offering an exclusive free day-pass via the web site to encourage a new audience to experience its 'new look' resorts.

The site is designed to appeal primarily to the company's C1 and C2 target audience, many of whom have come online for the first time over the past year thanks to the introduction of free ISPs.

As well as applying for a coupon for a free day at a Butlins resort, customers can also buy a limited range of holidays online via a link to a the Leisurehunt site.

Butlins says new back-end systems will offer a more comprehensive range of packages towards the end of next year.

Earlier this year, Butlins relaunched its key resorts at Minehead, Bognor and Skegness after unveiling plans for a [pounds]139m rebranding scheme in 1997.

The move was designed to position the resorts as more of a short-break leisure destination in the face of growing competition from cheap holidays overseas and Center Parcs in the UK. …

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