Until now, all of the Bourne Leisure-owned brand's promotional work was handled by Clark McKay & Walpole (CMW), which created a range of DRTV and direct drives for the holiday firm.
Butlins now plans to develop its TV advertising in-house, and is seeking an agency to handle its direct activity. CMW declined to repitch for the business.
Its most recent advertising was a campaign comprising TV and a direct drive called 'Talk about', which was intended to increase bookings over the summer period.
Last month, Butlins announced that it is to launch a time-share scheme in March next year.
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