The company has recently been taken over by Ocean Parcs, a consortium led by Pontins' former boss Graham Parr, which purchased the chain of holiday villages for £46m last month. It is now revamping the branding of its seven UK camps to capitalise on consumer concern about the impact of short-haul air travel on the environment.
Pontins claims the revamped villages will be eco-friendly as well as good value for money. The aim is to take the brand upmarket and attract more guests.
Pontins, which was founded in 1946 by Fred Pontin, operates camps at Blackpool, Southport, Prestatyn, Brean Sands, Camber Sands, Hemsby and Pakefield. It is famous for its 'Bluecoat' hosts and entertainers.
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