Butlins reviews direct business out of Clark McKay & Walpole

by Staff, Marketing 26-Sep-06, 12:00

LONDON - Butlins, the budget holiday-resort operator, is reviewing its direct marketing account in a reshuffle of its marketing arrangements.

Until now, all of the Bourne Leisure-owned brand's promotional work was handled by Clark McKay & Walpole, which created a range of DRTV and direct drives for the holiday firm.

Butlins now plans to develop its TV advertising in-house, and is seeking an agency to handle its direct activity. CMW declined to repitch for the business.

Its most recent advertising was a campaign comprising TV and a direct drive called 'Talk about', which was intended to increase bookings over the summer period.

Last month, Butlins announced that it is to launch a time-share scheme in March next year.

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