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A TV campaign will feature the Butlins.com web address 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 web site rather than the previous site, which combined both on one page.

First-time users will land on a splash page and can choose either family or adult-themed holidays, while a cookie will ensure the relevant home page is displayed each time they log on afterwards. The holiday brand will run an online marketing push to drive traffic to the web site, including banner and rich media ads, and an email campaign to develop the brand's database to push offers.

Butlins' incumbent agency, Design UK, designed the web site and online campaign. Butlins can personalise web site content, offers and emails using the online marketing tool, Lava.

Teresa Critien, head of e-commerce at Butlins, said: "The internet is becoming increasingly important to our business with growth of 70 per cent year-on-year and this campaign, which is being given unprecedented prominence in the marketing strategy, demonstrates our commitment to the web."