Butlin's seek new agency as it plans re-launch

UK family holiday brand Butlin's has begun the search for a new agency as it is set to re-invent the British Seaside Break.

Butlin's aims to launch a £38m swimming pool complex which is to open in 12 months and wants the agency to work with them throughout their relaunch and new five-year plan of activity.

Butlin's in a statement said that it owns three seaside resorts in Bognor Regis (West Sussex), Minehead (Somerset) and Skegness (Lincolnshire) which hosts more than 1.5 million guests each year

Haystack will be managing the agency search and pitch process on behalf of Butlin’s.

Butlin's sales and marketing director, Jackie Martin said: “We are on the brink of possibly the most exciting period in our 82-year history. The plans are in place for a five-year journey of defining a new era for Butlin’s, reinventing the British Seaside Break based solidly on the needs and expectations of current, former and prospective guests.

“We have an incredible opportunity to reinvigorate and reposition one of Britain’s most iconic and authentic brands – and to help us achieve this, we need to identify an agency partner who shares our passion and can demonstrate they understand our audience, our culture and then work collaboratively to provide stand-out communications.”