Butlin's: how taking a guest-first approach rebuilt a national treasure
Principal authors: Pete Buckley and Dominic Charles, MEC
Introduction
IPA papers have historically focused on demonstrating the financial benefits of brand building using broadcast communications.
This paper describes how Butlin's did something very different.
Not a single paper in the IPA databank (award winning or otherwise) has yet included the word 'programmatic'1.
Many doubt whether the premise of more precise targeting can really be as effective as the 'broad reach approach', evangelised as best practice by the IPA and Byron Sharp2.
This paper shows it...