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Butlins begins PR push to change its public image.
(From PR Week)
Byline: JOE LEPPER
Butlins is launching a PR offensive to rid itself of its Hi-Di-Hi image.
Sales and marketing director Marc Jones wants to see perceptions of Butlins altered to that of a 'modern, contemporary brand', rather than linked to the 40-year-old holiday camp image portrayed in the BBC comedy series.
'We are a modern holiday experience for short breaks, that is the image we want to get across,' he said, adding that too often in the media Butlins has been 'a short form for a 1950s image of Britain'.
To coincide with this fresh media push Butlins has changed PR agency, parting company with Biss Lancaster by mutual agreement after five years, and choosing the ...
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