Butlins promotes hotel alternative to families with kids

by Daniel Farey-Jones, Brand Republic 10-Jun-05, 07:00

LONDON – Butlins is trying to attract forward bookings for a beach-front hotel it is opening at its Bognor Regis resort in August, with a direct mail and insert campaign by Clark McKay & Walpole.

The Shoreline Hotel is a departure from Butlins' traditional holiday camp chalets, but is still pitched towards families with young children, and includes access to Butlins' Bognor Regis camp. Butlins has invested £10m in the 160-room facility.

The campaign, breaking mid-month, is intended to drive off-peak bookings and includes special offers, encouraging people to be one of the first to stay at the Shoreline Hotel.

The direct mail and inserts use a hotel door hanger creative with bright, bold colours and a large photograph of the Shoreline Hotel.

One side of the hanger reads "please clean our room – we're out having fun/the kids are at Splash Waterworld, speeding down the Spacebowl ride" and lists the family attractions that Butlins has to offer.

The other reads "do not disturb -- Mum and Dad are relaxing on their own private balcony" and lists Shoreline facilities such as lounge bar, sun terraces and peaceful landscaped gardens to help parents unwind while the kids are having fun.

Nina Mace, senior brand manager at Butlins, said: "Shoreline is all about a perfect balance between relaxing in style and enjoying family fun. Clark McKay & Walpole's campaign does a great job of capturing the special appeal we know Shoreline will hold for families."

Consumers can respond to the campaign via the website, call centre, text or a freepost facility.

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