The line and positioning we developed for Butlins has been taken on board by the organisation in a way which you rarely see. A lot of the success of ‘Altogether More Fun’ has been the way we developed the new strategy working with every department in Butlins, as well as external architects, interior designers and even fairground ride planners.  Altogether More Fun now seems part of the Butlins culture and influences every decision in the organisation, from entertainment to menu selection.