A TV campaign will feature the URL as the call to action, with the company aiming to quadruple internet sales by the end of 2005.
The online presence splits the adult and family markets; each has a distinct website rather than the previous site, which combined both markets on one page.
First-time users will land on a splash page and can choose either family- or adult-themed holidays and a cookie will ensure that the relevant homepage is displayed each time they log on afterwards.
The holiday brand will run an online marketing push to drive traffic to the site, which will include banner and rich media ads and an email campaign to the brand's database pushing offers.
Butlins' incumbent agency Design UK designed the website and online campaign. Butlins can personalise website content, offers and emails using Design UK's online marketing tool, Lava.
Teresa Critien, head of ecommerce at Butlins, said: "The internet is becoming increasingly important to our business with growth of 70% year on year and this campaign which is being given unprecedented prominence in the marketing strategy demonstrates our commitment to the web."
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