Profile: Jeremy Gilley

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Butlins banks on green dinosaur

Watch the Butlins’ ad here.

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Butlins is introducing a new brand icon, a green dinosaur, in its latest bookings campaign that focuses on busy mums and their wish for fun family breaks.

Ludo the Dino will help illustrate how children see their families and holiday experiences and has been created with the help of the agency Mother. The campaign also introduces the new strapline “Happy Days”.

The soundtrack to the ad is Dust in the Wind, originally recorded by the US rock band Kansas and re-recorded by the Cape Verdean artist Sança. The ad ends with Butlins’ new motto ’Happy Days’.

The TV campaign breaks tomorrow (24 December) in 40 and 30 second versions. It will be supported by press advertising in women’s magazines and social networking activity focused on Ludo the Dino.

Ludo will also make personal appearances at the three Butlins resorts from February half term. The company is celebrating its 75th birthday next year.

Holidaying in the UK has seen a fillip since the recession with families deterred from travelling abroad due to the weak pound.

However, rival holiday company Pontins went into administration last month. The process is being handled by KMPG and speculation is mounting that the holiday sites will be sold to a property developer.

Jackie Martin, marketing director of Butlins, says: “This campaign will remind people that Butlins is the perfect place for them and their family to unwind, have a great time together and leave with memories of happy days”.

Mother was appointed to work with Butlins in August after a competitive pitch.

Readers' comments (12)

  • I think this advert is a bit depressing & highly unrelevant to Butlins 75th anniversary. Ludo looks cheap & fluffy ( my 8 year old daughters words ) We have already booked 3 breaks at Butlins for this coming year because we know how fun it is. This advert would NOT make us book a holiday it is depressing & cheap looking. Who ever came up with this should be taken to one side & given injections of "happy" & "relevant"

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  • As someone that owns a Caravan on the Skegness Butlins site I wouldn't be refering to this advert to promote holidays. The advert is totally rubish. Butlins has 75 years experience in creating great family holidays. Why is Butlins only promoting the Bognor Hotel? Wasted money, ditct the ad company.

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  • Wasn't competitor Pontins mascot a crocodile? I also think its quite a depressing advert - not keen on the font used for logo - its very similar to the illy Coffee logo.

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  • I don't know what people are complaining about. I think this ad is a refreshing change from that rubbish ad from Iceland that we have been subjected to every single ad break to the leadup to christmas.

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  • This advert really made me take notice - I love the dinosaur, and I like the song but I'm a 29 year old woman with no children so I doubt its aimed at me. The mood of the advert is very bittersweet and makes me feel a bit like I might cry. Perhaps the idea is that it will remind parents of their lost childhoods and make them want to recapture those memories with their children?

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  • I've just seen this advert and absolutely loved it!!!!!!! I think it encapsulates how a holiday should be for a child. Loving every minute and sad to leave!! It's aimed at the adults because they are the budget holders, if it isn't aimed at the adults then I am obviously one big kid!!!!

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  • I saw the ad on New Year's Eve and absolutely loved it. The dinosaur was like the perfect friend, coach, holiday guide and parent rolled into one. Where's mine? :)

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  • My 5 yr old daughter loves the advert, and wants to visit Butlins NOW!!!

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  • Aren't they ripping off a youtube video?

    http://www.youtube.com/watch?v=Wk5cAg4BABw

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  • i really like the dinosaur! hes a legend.. i really want a cuddle!

    i dont like the soundtrack though! its like he wants to commit suicide! shame..

    they should have used something like

    "Denver the lost dinosaur"

    hes my friend and a whole lot more!

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