Butlins and Clearhead.

Trams was chosen by the Clearhead Agency to assist on a Butlins Project as their IT Partner.

Overview

To increase the user experience and provide richer media content to customers, Butlins appointed Clearhead Agency to create a digitalised channel. To help with the project, and meet the expectations of their client, Clearhead chose Trams as their IT Partner.

Company Profiles

Butlins are the perfect UK holiday experience for families and adults with fantastic entertainment, superb accommodation and great activities. Butlins is a chain of large holiday camps in the United Kingdom. Butlins was founded in 1936 by Billy Butlin to provide affordable holidays for British families.



Clearhead are moving image experts, working with brands and universities to create brave and strategic creative content solutions. Understanding the context of change and communicating with the right people, our in-house production team and account managers work alongside our clients to produce insight-led film and digital animation content.

Project Background

Clearhead were appointed as the creative agency for a project to digitise Butlin’s traditional holiday print brochures. Clearhead approached Trams as a specialist for Adobe’s Digital Publishing Suite which allows companies to publish interactive content for tablet, smartphone and web-browser. As a result of the informed consultation, Clearhead appointed Trams to assist.

The Challenge

Clearhead had to reinvent the travel trade brochure experience. They were challenged to establish an innovative digital publishing platform. This was to replace Butlin’s print brochures, engage a digitally savvy customer and increase brochure interaction whilst delivering a content rich user experience.

The digital publication needed to be everything the print publication was and more. Clearhead wanted to create an engaging experience that guided the audience through a start to finish journey of discovery, engagement, excitement, decision making and booking with clear and concise pathway to a call to action.

Establishing a strong strategy for instigating a future proofed digital platform for Butlins to be able to publish all potential publications meant that we had to look beyond the potential of a website or HTML5 app.

The Solution

Trams advised Clearhead on the Adobe commercial license model and on the technical preparation and implementation. Trams also provided licenses and information on Adobe’s Creative Cloud for Teams.

A new digital guide was created to help guests choose the right Butlins experience for their family. It’s filled with top tips for where to stay, where to eat and highlights for what not to miss and maximise your Butlins holiday.

With their new digital guide guests can dip in & out, browse images, videos, 360 degree virtual tours of restaurants and rooms, bespoke video content, sound experiences, key information, social sharing and clear call to actions to book.

The Results

Over 5,000 downloads in the first month of its launch.

300% increase on brochure engagement targets in the first quarter of the guides release.

“Trams were Clearhead’s choice as IT partner on the Butlins DPS project. Developing an innovative digital platform utilising Adobe DPS, we needed to ensure we secured a competent partner to work with us on the acquisition of required software. They were friendly, supportive and responsive to our needs and questions. I would highly recommend their services”

Alex Lawrence, Partner and Creative Director, Clearhead