butlins
What we did
Outcome
Independent quantitative research showed that the grotto sponsorship:
Redmandarin created the first ever sponsorship of Christmas grottos in three major shopping malls around the UK
Need
Made 30% of the sample more aware of what Butlins has to offer
Wanted to change perception amongst its target audience (considerers, lapsed users and mothers of young children) by demonstrating the brand essence of fun, family entertainment.
We developed a full activation programme around the theme of ‘Meet the world’s most famous redcoat!’ to include regional PR, onsite promotions and live entertainment
Increased footfall across all three shopping centres by at least 26%
Resulted in a significant improvement in all the brand values associated with Butlins (friendly, fun, entertaining, organised, safe, affordable, exciting, modern). This trend is consistent amongst the current (C1C2D) and future target audience (BC1C2)
Butlins redcoats were fully integrated into the sponsorship, bringing the brand to life, adding entertainment for the visitors and immense value to the shopping centres
Over half the respondents (51%) believed the sponsorship would have an impact on consideration of Butlins as a holiday or short break destination
Butlins
say: "In a very short space of time Redmandarin
has become a trusted source of independent advice to Butlins and their
professionalism, impartiality, judgement and good old-fashioned hard graft,
has been appreciated throughout the organisation. This is borne out with
the success of the Christmas grottos, which we will look to capitalise
on next year by leveraging our unique position”.
Marc Jones, Sales and Marketing Director
