Launching Butlin's Skypark

Challenge & Solution

Launch Butlin’s SKYPARK to hard-working families in the UK – a brand-new, £2.5million playground designed with inclusivity and accessibility for all in mind. The plans for the park had already been announced to media with CGI imagery in 2022 so, we needed to get creative to land those all-important column inches and drive forward new news for the popular holiday resort brand and home of entertainment.

We surveyed UK families to uncover opinions on UK play opportunities and why play for children of all abilities is so important. Alongside, we worked with TV personality and autism awareness advocate, Christine McGuinness, who used her own experiences of autism to champion play for all and communicate key messaging in targeted interviews on the park in an authentic way.


Results & ROI

  • A total of 106 coverage hits across national, consumer, regional & online titles
  • 13x national hits across gold-tier media titles including The Sun and Daily Star
  • 3x broadcast placements where all of the campaign key messages were communicated
  • 81% of online coverage achieved included a back link to the Butlin’s website
  • Generated 289.9M OTS for the campaign
  • Social content on Christine McGuinness’s channel saw over 8,000 engagements, driving hundreds of link clicks to the Butlin’s SKYPARK webpage