Fitch has been appointed to overhaul the Butlins brand and “guest experience” following a four-way pitch process.
The consultancy will now look at everything from the Butlins identity to the look and feel of all communications and the “on-resort experience”.
By “On-resort” Fitch says it means “new concepts for entertainment, food and beverages, and accommodation”.
Design Week first reported on Butlins’ plans in September last year when it emerged that the holiday company was working with AAR to find a “strategic brand experience agency”.
Fitch says it is helping Butlins “rekindle the love holidaymakers have for the brand and for the British seaside in general.”
Alasdair Lennox, executive creative director of Fitch, says that the consultancy will look to “drive an engaging customer experience and help reinvent the British seaside break” while also referencing Butlins history and heritage.
Butlins has three sites across the country, in Minehead, Bognor Regis, and Skegness. It has already announced a £16m investment in its Minehead site.
Fitch says that it expects work to begin to appear in 2016. It is still in the concept stage so the consultancy does not yet know if it will be working with any other architects or designers.