brief:

• to reinvigorate interest in the Shoreline Hotel, at Bognor's flagship Resort, communicate Butlins' commitment to healthy eating and position Butlins as a forward thinking company

challenge:

• media and consumer perceptions of Butlins as a whole are outdated and opinions of the food offering are low. Butlins is associated more with fast food than healthy offerings

strategy:

• turn perceptions on their head and introduce the absolute antithesis of traditional Butlins food: sushi, at the Shoreline Hotel. Utilise the story to communicate the introduction of juice bars on Resorts and the company's fruit and vegetable scheme for children

results:

• over 80 pieces of coverage including 13 national newspapers (DPS in The Independent and The People, full pages in The Sunday Times and The Telegraph)

measurement:

• with a £376,255 AVE, the project delivered a 36 times return on investment.  Butlins MD, said: "It would be remiss of me not to offer my sincere thanks and congratulations for the amazing sushi story.  At no point did I realise quite how much coverage this story would realise for Butlins - it was simply astounding and textbook PR.  I couldn't be more impressed."