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Butlins is famous for its family holiday breaks. But in recent years it’s had great success with a rather different offering. At weekends, out of peak season, Butlins run music weekends. These are a bit like a 3 day festival but with a room, hot running water and decent food. The live weekends are aimed at adults who love music, nostalgia and having a good time. Our insight was simple: ‘we need to act like a music promoter rather than a holiday company’.

The result was a creative idea anchored in the design language of music promotion, with a media plan to match. We have seen an increase in like-for-like sales across all live weekends, with some up as much as 80%.