Butlins: How we got Butlins 25% more bookings whilst saving 90% of the spend
MEC UK
Campaign overview
Butlins needed to find a more cost-effective channel to deliver sales growth in the January period. This is the key month for Butlins and its competitors, with 50% of breaks in the category booked by month end.
The battle had previously been about winning the most important medium for the family – the TV. While direct response TV was still working, comprehensive econometrics showed it was delivering limited short-term payback in this critical sales period, with a high incremental cost per sale...