I’m a Celeb get me to Butlin’s!
Insight
Coleen Rooney’s revelation on ITV’S ‘I’m a Celebrity’ that her favourite childhood holiday was at Butlin’s presented a once-in-a-lifetime opportunity to amplify the brand.
Idea
We acted fast, turning her memories into a national media moment. Within 72 hours, a reactive “Coleen Effect” discount code was launched, combining agile media relations with creative storytelling to capture attention from local and national outlets.
Impact
11
Hits - Including 6 national
219m
Reach
£100k
Bookings
