Think you know Butlin’s?
Emma Lee, marketing manager at Butlin’s Conference & Events explains how the new
‘Think you know Butlin’s Think Again’
campaign is aiming to challenge people’s perceptions of the resorts
We’re half way through 2017, how’s it going?
This has already been a really exciting year for us as we’ve launched our new marketing campaign, ‘Think you know Butlin’s? Think Again’, to further challenge the industry’s perception of what they think they know about us, head on.
Demonstrating Butlin’s commitment to raising its profile within the MICE market and altering people’s perceptions of the brand, has seen continued investment of over £175 million on impressive new facilities and dedicated events teams. It has meant that Butlin’s Conference & Events has attracted a number of new and high-profile clients including Holland & Barrett, Argos, BBC Question Time and Wrigley’s.
In terms of upcoming projects, we’ve had a number of other large brands approach us to host their meetings and conferences this year which we’re really excited about.
Why does Butlin’s Conference & Events stand out?
Butlin’s three resorts have benefited from our continued investment with the launch of new Fairground Apartments and refurbished Silver Apartments at
Skegness this year, as well as new Seaside Apartments at
Bognor Regis and
Minehead in 2016, and Skegness in 2015.
Other recent launches include a West Lake Chalet Village at Minehead and the refurbishment of the Shoreline Hotel at Bognor Regis. These developments reflect Butlin’s ongoing dedication to providing the best experience possible for its guests.
Embodying the term ‘corporate playground’, we also offer some of the most diverse and unique team building activities in the UK including Go Karting, Dodgems, a high ropes course, sand sculpting competitions, and a coastal treasure hunt challenge which sees teams racing out to sea in military-spec ribs.
Tell us an interesting fact about Butlins Conference & Events?
One of my favourite facts is that one of our first private hires was when we hosted the British Army during World War II in 1939; three years after Billy Butlin opened his first resort at Skegness in 1936. Our Lincolnshire resort was transformed into ‘HMS Royal Arthur’ and became home to more than 250,000 service men and women.
What are your current views on the meetings and events market place?
The meetings and events marketplace is undoubtedly growing, and we’ve already experienced the benefits of this. Since re-entering the MICE market five years ago, Butlin’s Conference & Events has grown a staggering 147% and last year announced its fourth consecutive year of double-digit growth, increasing sales by an impressive 24% year on year. However, we of course have not seen the full impact of Brexit yet and now face the climate of uncertainty surrounding it.
What are the challenges you are facing and how are you overcoming these?
One of the key challenges we are facing, and a factor which has been one of the industry’s top challenges for many years, is budget and how we can deliver more for less as dwindling or static budgets take hold. Having everything on site as well as our own suppliers and events team helps us to keep the costs low and means we can offer competitive prices.
Another challenge we’re facing is the issue of innovation. An ever-present challenge for any event is how we can offer something different and quirky year after year, ensuring you set yourself apart from your competitors – your event must be memorable.
One of the ways in which we are overcoming this is by ensuring our conferences and events are engaging, fun, and different. Our team works tirelessly to provide delegates with diverse and fun team building activities, and we go above and beyond event briefs to exceed client expectations, offering truly spectacular and innovative conferences and events.
Article written by
Mike Fletcher