"Sunshine, lollipops and rainbows...," sings out the cheery Lesley Gore classic from 1965, being used as the soundtrack in this new TV campaign from Butlins.
Combining live action with animation proves a winner in this creative piece of work from Beechwood showing happy families (including notoriously difficult teenagers) at play.
Research commissioned by the holiday company revealed that guests had strong awareness of the holiday experience for children, but less knowledge on what Butlins offered mum and dad.
The new campaign highlights everything that Butlins offers families keen to make the most of their leisure time together.
The result? A jolly shift in trying to position Butlins' one time down-at-heel image.
The ad is part of a new £7million marketing campaign which aims to promote the three popular Butlins Resorts in Minehead, Skegness and Bognor Regis.
Sales and Marketing Director at Butlins Jackie Martin, said “This new campaign highlights why Butlins is such a great choice for family breaks, by demonstrating what is available for the whole family to enjoy.”
The TV is being supported by a new 2008 brochure, press and magazine advertising and inserts, Cinema ads and a pre-school focused campaign.
Butlins.com has been developed to carry a new e-brochure featuring brand animation and video content. Also, a new SmartAgent has been added; an automated question and answer technology where users type in questions and a customer service agent responds and also offers a list of popular Q&As.
So many ads at this time of year are pushing sales, but being broke after the holidays and with brighter Spring days still very much far away, we'd much rather dwell on the issue of holidays and getaways... even at Butlins.