Butlins to take on budget airlines with Bob the Builder

by Jennifer Whitehead,, Brand Republic 20-Oct-04, 08:40

LONDON - Butlins is fighting back against the rise of cheap overseas travel with a new weapon, children's television character Bob the Builder.

Bob the Builder, voiced by Neil Morrissey, will make regular appearances at Butlins' three resorts in Bognor Regis, Minehead and Skegness. Butlins is also reported to be thinking of building Bob the Builder-themed accommodation.

Fans of Butlins should not dispair because the arrival of Bob does not spell the end of the famous Butlins Redcoats, who are hired by the resort to entertain guests. The Redcoats will still work the resorts, but could be adding hardhats to their uniforms.

Last year, Butlins tried to appeal to children by introducing its own character, called Billy Bear, named after the founder Billy Butlin. The chain had its heyday in the 1970s, but as people grow more adventurous about travel and budget airlines offer cheap options, it has seen its empire shrink.

Separately, HIT Entertainment, which owns Bob the Builder, said that its chief executive Robert Lawes was stepping down with immediate effect. Peter Orton, chairman and founder of the company, will take over in the interim.

HIT Entertainment's other characters include Barney the purple dinosaur, Thomas the Tank Engine and Angelina Ballerina.

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