Butlins seeks new agency for 80th anniversary rebrand

Iconic British getaway brand is almost 80-years-old

UK holiday firm Butlins is on the lookout for a new creative agency to create a new visual identity and help the brand better connect with the British public.

As the firm celebrates its 80 anniversary, it will look to find a new strategic direction, accepting pitches from interested agencies.

The group, which has invested millions in its three UK sites in the last five years will appoint an agency to create a new visual identity across all resorts and to help Butlins to produce a more cohesive brand experience for its customers.

An appointment will be made before the end of the year, with the selected agency to be chosen from a shortlist being drawn up with the assistance of AAR.

Mike Crowther, operations director at Butlins, said: “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.”

Butlins’ relationship with its incumbent agencies will be unaffected by the review.

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