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Creative

Leo Burnett London Is Ready to Butlin's

The campaign arrives as new research suggests more Britons are taking holidays within the UK

Leo Burnett London Is Ready to Butlin's

Leo Burnett London has produced a new campaign for holiday resort company Butlin’s to celebrate the joy and escapism families can experience by enjoying a Butlin’s holiday. 

Launching on Christmas Day, the aim of the campaign is to highlight the incredible sense of fun a holiday at Butlin’s can deliver for all the family. The campaign explores the idea of how life today is governed by rules and situations that stifle our enjoyment, and how Butlin’s can be the antidote to this. Families can enjoy an escapist experience right here in the UK in a place where everyone can let it all go and have a whale of a time with the ones they love. 

You can watch the spot below:

Greater awareness of the environmental impact of air travel, combined with poor exchange rates make UK holidays an attractive option for British holiday makers, with ABTA research showing that 68% of Britons took a UK holiday in 2018. 

Speaking of the project, Simon Cope, Butlin’s Commercial and Marketing Director said “We wanted to do something that showed how serious children are about having fun. When you see what a great time families have on our resorts and how much pre-excitement there is, we took the opportunity to capture this in an engaging way. The ad is designed to showcase our range of experiences through the children’s eyes, challenging the viewer to get ready for the action.”

Butlin’s lead the holiday revolution in the mid 20th century, and it’s commitment to wholesome fun for all the family lives on to this day. Summed up with the campaign line: “Are you ready to Butlin’s”, the famous resort brand is encouraging the British public to seek out as much fun as possible on their holidays, offering the unique mix of entertainment, activities and relaxation which has made Butlin’s a fixture on the British holiday scene. 

Discussing the campaign, Chaka Sobhani, Chief Creative Officer, Leo Burnett London said: “Modern life feels like it’s full of rules, bad news and increasing demands on our time. Holidays are about cutting loose and having an amazing time with family and friends. And that’s what Butlin’s delivers in spades. We hope our first piece of work asks those up for it the all-important question - Are you ready to Butlin’s?”

‘Are You Ready To Butlin’s?’ will be distributed across TV and social and will be available in 40, 30 and 10 second edits 

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Client

Marketing and Commercial Director: Simon Cope

Head of Proposition and Product: Alex Meyer

Head of Brand and Creative: Kika Dabbs

Digital Marketing Manager: Ian Parrish

Chief Creative Officer: Chaka Sobhani

Creative Director: Luke Boggins and Dan McCormack

Agency

Creatives: Charlotte Prince & Loriley Sessions

Planner/CSU Director: Ben Felton

Account Team: Jo Tauscher, Ailsa McQuaid, Nilly Tuncer

Producer: Laura Middleton

Media agency: MediaCom

Production

Production company: Independent Films

Producer: Sara Cummins

Director: Tony Barry

Editor: Russell Icke @ Whitehouse Post

Audio Post Production: Dan Beckwith @ Factory

Post Production: MPC

Exposure (media channels): TTBC

Category: Package holidays , Travel