Butlins seeks branding consultancy

Holiday camp Butlins is on the hunt for a “strategic brand experience agency” to help align the brand with a new business strategy and create a new identity.

The new chalet design for Minehead
The new chalet design for Minehead

The search has been prompted by a £16m investment in the redesigning of Butlins’ chalets on its Minehead site, which is one of three across the country. The other two are Bognor Regis and Skegness.

The winning branding consultancy “will be responsible for creating a new visual identity” says Butlins, which is looking to produce “a more cohesive branding experience for its customers.”

Butlins has been established for nearly 80 years and says it is now looking for a consultancy which can help it move “into the next 80”.

A shortlist of consultancies is already being drawn up, and Butlins, which is working with AAR to find the right group, says  it expects to make an appointment before the end of the year.

The new chalet design for Minehead
The new chalet design for Minehead

Butlins operations director Mike Crowther says: “We’re really excited to be adding another agency to our already successful team and we’re looking for someone who really gets where we have been and where we are going, both as a brand and as a well-loved British institution. 

“We are moving into our next – and undoubtedly most exciting – phase of growth and investment, building on our existing successes and are looking forward to finding someone to help us bring our rich and wonderful brand experience to life.”

Interested parties can contact Freya Sizeland at AAR on 020 7612 1200.

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  • Joe kerr November 30, -0001 at 12:00 am

    How about you consult mumsnet like you usually do. Seeing as nothing is left of old Butlins and your target market is the under 5s I think it’s about time to rename the brand.

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