Lida picks up direct account for Butlins
Lida has won the direct marketing account for Butlins after a pitch against undisclosed agencies, handled by the AAR.
The appointment by the Bourne Leisure-owned holiday brand ends a
four-month search for an agency to replace Fox Kalomaski, which had
handled the account since October 2006.
Lida will take responsibility for all of Butlins' direct communications,
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Regis, Skegness and Minehead resorts. The work will include traditional
DM, as well as press, inserts and direct TV campaigns.
Lida will work closely on the account with RPM3:Beechwood, Butlins'
above-the-line agency, which has recently been responsible for leading
the brand's repositioning as "Altogether More Fun".
Lisa Thomas, the Lida chief executive, said: "Butlins is a great British
brand, with a great story to tell. The economic climate has thrown up
some interesting challenges for the travel industry. We can't wait to
launch our first campaign."
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