• Butlin’s Conference & Events challenges industry perceptions

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    As part of an ongoing strategy to challenge industry perceptions and become a leader within the MICE arena, Butlin’s Conference & Events is delighted to announce the launch of a brand-new marketing campaign – ‘Think you know Butlin’s? Think Again’.

    This new creative supports the brand’s perception-changing strategy, highlights its philosophy of bringing out the best in people and serves to showcase Butlin’s Conference & Events’ refreshingly modern alternative to traditional conference and event solutions. The campaign, which is spearheaded by a brand-new video, confidently challenges the industry’s misconceptions of Butlin’s head on, utilising the brand’s credible testimonials and case studies to demonstrate how businesses should come and experience the reality of Butlin’s for themselves.

    The creative will be activated through a trade campaign across digital and print media and direct marketing initially. This 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 this campaign.

    Since re-entering the MICE market five years ago, Butlin’s Conference & Events has grown a staggering 147% and last year announced its fourth consecutive year of double-digit growth, increasing sales by an impressive 24% year on year. Demonstrating Butlin’s commitment to raising its profile within the MICE market and altering people’s perceptions of the brand, continued investment of more than £175 million on impressive new facilities and dedicated events teams has meant that Butlin’s Conference & Events has attracted a number of new and high-profile clients in recent years including Holland & Barrett, Argos, BBC Question Time and Wrigley’s.

    Butlin’s three resorts have also benefited from this continued investment with the launch of new Fairground Apartments and refurbished Silver Apartments at Skegness this year, as well as new Seaside Apartments at Bognor Regis and Minehead in 2016, and Skegness in 2015. Other recent launches include a West Lake Chalet Village at Minehead and the refurbishment of the Shoreline Hotel at Bognor Regis. These developments are all part of a multi-million-pound investment by the business and reflects Butlin’s ongoing dedication to providing the best experience possible for its conference and events guests.

    Butlin’s Conference & Events provides the perfect backdrop for events of all shapes and sizes, from boardrooms for 10 to the exclusive hire of a resort for up to 7,000 delegates, making it the largest venue in the UK. Each of Butlin’s seaside locations offer an exciting range of flexible event spaces, dining options and accommodation choices, providing event professionals with everything they need to bring out the best in their delegates, no matter the brief, offering true flexibility whatever the occasion. Butlin’s Conference & Events also offers a wide range of fun and engaging team-building activities with an added pinch of fun. From dancing with British street dance troupe Diversity to racing out to sea in military-spec ribs or sand-sculpting competitions, no one embodies the term ‘corporate playground’ quite like Butlin’s.

    Emma Lee, Marketing Manager at Butlin’s Conference & Events, comments: “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.”
    For more information on Butlin’s Conference & Events’ offering, please visit butlins.com/events or contact the booking team on 0330 102 5306.

  • AUTHOR

    Molly Dyson

    Former Editor – PA Life

    All stories by: Molly Dyson