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Butlin’s Conference & Events aims to challenge industry perceptions

New marketing campaign – Think you know Butlin’s? Think again - is part of Butlin's ongoing strategy
01/08/2017

Pictured: Butlin's Bognor Regis

Butlin’s Conference & Events has launched a brand new marketing campaign – Think you know Butlin’s? Think again - as part of an ongoing strategy to challenge industry perceptions and become a leader within the sector.

The campaign, spearheaded by a brand new video, aims to challenge the industry’s misconceptions of Butlin’s head on, using testimonials and case studies to demonstrate how businesses should come and experience the reality of Butlin’s for themselves.

Emma Lee, marketing manager at Butlin’s Conference & Events, said: “Since re-entering the MICE market in 2012, we have gained an impressive reputation, with big brands including Argos and Holland & Barrett choosing Butlin’s for their events.

“Our new marketing campaign now serves to bolster our reputation further with Butlin’s famous element of surprise as one of the key components. Where else can you host a conference for 1,000 delegates and then dance with Diversity or embark on a coastal treasure hunt afterwards? Our new creative has been designed to challenge people’s misconceptions of the brand and invite them to think again about who Butlin’s are and what we can offer them.”

A trade campaign across digital and print media and direct marketing began in July and will be followed by a wider digital campaign incorporating targeted YouTube, Google Display and Gmail Media advertising from September. Butlin’s Conference & Events will also be attending a number of industry exhibitions and forums throughout the year to further drive the campaign.

Since re-entering the MICE market five years ago, Butlin’s Conference & Events has grown 147 per cent and last year announced its fourth consecutive year of double-digit growth, increasing sales by 24 per cent year on year. Butlin’s has invested more than £175 million on new facilities and dedicated events teams since 2012.


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