Pride and purpose in founding values
Butlin’s is an iconic British brand, much loved throughout its history, but also with associations that haven’t always been able to keep up with the vastly changing holiday trends and expectations of modern British holidaymakers.
We had already been creating content for Butlin’s for many years when they approached us with a brief to develop an online content strategy and creative execution. They wanted to emphasise its place as a distinctive and warm family brand for the future, grounded in Butlin’s heritage and values as a classic British holiday destination. With the website to reflect the same Butlin’s experience and sense of delight as guests receive across the resorts.
This was a two-phase project across a ten month period. It included strategic, creative and planning work with internal Butlin’s teams, featuring qualitative testing of the creatives within focus groups; as well as production of the campaign and content delivery.
We developed and delivered a digital content strategy, incorporating a range of concepts that highlighted the unique company culture and family focus Butlin’s represents to its guests. From this came a range of engaging and emotive photography and film content for the website and beyond, based on Butlin’s purpose, values and guest insight, showcasing the warmth of the Butlin’s team and breadth of the resort experience.
We also created qualitative data insights to drive increased engagement and perception change across both existing and potential guest groups, structured around both researching and then booking short breaks with Butlin’s online. This data fed into longer-term sales and marketing strategy for the brand.
Qualitative focus group research revealed the content created considerable and positive perception change with both existing and potential guest groups. There was increased engagement across digital platforms and positive guest feedback from research after roll out. We managed the transition whilst keeping the purpose led values of Butlin’s central to messaging the content delivery.
