| Journal: TWUK | Section: |
| Title: | Issue Date: 07/08/00 |
| Author: | Page Number: 2 |
| Copyright: Other |
Programmes to be graded U, PG and 18 according to nature of product
Butlins classifies brochures to help agents sell right product
Report by LOUISE LONGMAN
Butlins has introduced film-style classifications in its new brochure to make it easier for agents to differentiate between the products.Different holidays in the Winter Breakaways and Summer Holidays 2000/2001 brochure have been placed into U, PG, and 18 classifications so agents can match different age groups with specific products.
The new brochure includes themed holiday breaks at Butlins’ sites featuring 200 bands, headed up by pop groups Steps and Five, and 40 more holidays over the winter and summer period including Halloween and half-term breaks.
For example, three-day family breaks, called Big Top Concerts, are rated PG while a Glam Rock Weekender break, aimed at customers aged 18 years and over, gets an 18 rating.
Butlins managing director George Rushton said: “Butlins customers look for different things at different times of the year and we must present things in a clear format so people get the breaks they want.
“The new cinema ratings system is a first for Butlins and a first for the UK industry.”
The latest move follows owner Rank Group’s attempt to revamp Butlins with a £140 million makeover last year.
Rank Group Holidays divisional sales and customer services director Nick Burrows declined to say how much money had been invested in Butlins’ latest brochure style and its entertainment programme.
Despite the revamp, bookings at Butlins sites have been reported as down this year (Travel Weekly May 8).
New classifications: Butlins managing director George Rushton and marketing director Ken Johnston