The holiday brand has appointed August Media to create the magazine following a competitive pitch. According to Butlins, the title will have a circulation of about 250,000 and will be published three times a year.
The magazine, which will launch next month, will be a music and entertainment title that will focus on Butlins' themed party weekends.
August Media has been briefed to promote the weekends to a wider audience.
Butlins' party weekends are a core strategy for the holiday brand as it attempts to increase visits throughout the year. The company has themed weekend breaks such as Disco Inferno! and Skool Reunion. The events include artists such as Bananarama, Betty Boo, Slade and Five Star, as well as tribute bands.
The title is being overseen by Jae Hopkins, brand identity manager at Butlins, who is aiming to generate more interest in its live events.
Earlier this month Butlins launched a timeshare scheme in an attempt to cultivate a more upmarket image. The 'Blue Skies' initiative offers holidaymakers the chance to purchase luxury apartments set apart from the main resort at Minehead in Somerset.
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