The campaign by Media Square-owned Clark McKay & Walpole is called "Talk about" and follows on from a TV advertising push earlier this year called "chatterbox", which featured children talking about their experiences at the resorts.
This latest push also features the experiences of children in the DRTV creative but with a voiceover highlighting the range of entertainment over the summer.
The DRTV element, which will air on Living, Discovery and ITV2 among other channels, encourages viewers to contact Butlins online or by phone and is backed by a direct mail campaign featuring a character called Motormouth.
The entertainment line-up this summer at Butlins includes an 'X Factor' show featuring Chico and Journey South, as well as a Celebrity Pop Academy event and an acrobatic, dancing and football show called the Brazilian Sunshine Tour.
Jackie Martin, Butlins head of marketing communications, said: "People who have not visited Butlins before may not be aware of the unparalleled amount of quality entertainment on offer this summer.
"They might not have considered Butlins as their type of holiday or short break and this campaign will continue to challenge what people think about the brand."
Anthony Carr, Clark McKay & Walpole group account director, said: "Butlins is all about having fun together as a family. This is the very essence of Butlins."
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