British holiday brand Butlin’s appoints Dept for complete online refresh

British seaside family holiday brand Butlin’s has appointed digital agency Dept to develop its new website, aimed at providing holiday inspiration and improving the online booking process.

Dept will not only be responsible for creative strategy, user experience design and visual design, but also build and delivery of the site and a completely new architecture.

The new site aims to provide relevant information to holidaymakers at every step of their break, from pre-booking advice to resort entertainment pages to practical information updates just before departure.

Dermot King, managing director at Butlin’s, said: “It is essential that we make it as easy and enjoyable for our guests to book a break, and having a cutting-edge website is integral to that. Online bookings have grown dramatically in recent years, and I am confident that by working with Dept we will enable even more guests to book a Butlin’s break.”

Max Pinas, strategist at Dept, said: “Butlin’s have the ambition to appeal to new target audiences. The new website will play an important role. For us as an agency, this is a unique opportunity to work with a true heritage brand, a brand which is part of British culture.”

Butlin’s operates three UK resorts in Bognor, Minehead and Skegness.