Butlin’s to seek updated image

Butlin’s is likely to seek design groups for a rebranding project, as it attempts to update its image and distance itself from criticisms of conditions inside its resorts.

It is looking for an advertising agency, the appointment of which will coincide with “major changes to Butlin’s branding”, says a group spokeswoman.

Parent company The Rank Group is to invest 139m in Butlin’s to “meet changing customer needs”, says a spokeswoman. Its camps will then compete with those of Center Parcs, by featuring pools and branches of Häagen Dazs Cafés and Burger King.

The move coincides with a revamp at Pontin’s, which hired The Quite Extraordinary Design Partnership to create its identity (DW 4 July). Pontin’s is undergoing a four-year 55m project and is working with architect and interior design group Gabriel Lewis.

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