Launching the Masked Singer experience at Butlin’s

Challenge & Solution

Drive awareness of the exciting arrival of The Masked Singer shows to Butlin’s resorts, the home of entertainment.

Cut through the noise with a survey to reveal the nation’s karaoke habits, pulling out key data around Brits’ favourite karaoke songs and live performers. Plus a nationwide competition giving one family a VIP The Masked Singer experience to drive data capture.

We amplified our story with a fun and creative photoshoot at Butlin’s Minehead resort with popular characters making the most of the resort facilities.


Results & ROI

  • A total of 46 coverage hits across national, consumer, regional & online titles
  • 10x national hits including The Sun, Sunday Mirror and Daily Star
  • 80.7% of online coverage achieved included a back link to the Butlin’s website
  • Generated 253.9M OTS for the campaign