Butlins for grown ups
16th August 2002
Owing to a huge rise in demand for its breakaway holidays for the over 18s, Butlins online has launched a mini site to cater exclusively to this sector of its market.
Butlins18 offers those looking to enjoy a break away from the children - theirs, or anyone else's - a simple shortcut to booking a holiday.
The micro-site contains information on Butlins wide range of breaks for the over 18s. Visitors can choose from the full entertainment listing, the different types of accommodation available, as well as keep up to date with special offers and browse a picture gallery of holiday snaps posted by other Butlins visitors.
The development is part of a range of online activity focused on the category, including SMS messaging. This will allow specific targeting of events at the resorts, among them the appearance of Pop Idols Will and Gareth.
Julien Shirley of Butlins said, "We wanted the 18 Breaks site to give a completely different feel to the main Butlins site, as they draw a completely different audience. Big Picture responded enthusiastically to the brief, and came up with a great, targeted site, built it, and got it live within three weeks to co-incide with the launch of our main brochure. We are extremely pleased with the site, and are sure that it will help to grow the 18 party breaks market."
