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BUTLINS RESPONDS FASTER TO MARKET WITH PICDAR BRAND AND RIGHTS MANAGEMENT SOLUTION MEDIA ZONE
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Date of News : 08/12/2005
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From McFly and Girls Aloud to Suzi Quatro and Slade, just a few of the music acts to savour at dozens of themed events and weekend breaks at Butlins, Britain’s most popular holiday company. To manage all the images needed to promote such a diverse array of holiday experiences, Butlins has bought Media Zone, Picdar’s hosted Digital Asset Management solution. Media Zone, an entry level solution and part of Picdar’s award winning Media Mogul family, makes it possible to centralise and control the distribution, usage and copyright of the many pictures and brand images Butlins uses throughout the year. Accessed via a web browser, Media Zone can be used by any number of people without the worry of extra IT infrastructure costs. Before implementation of Picdar’s Media Zone, Butlins’ Product Manager Jo-Anne Woodstock spent too much time responding to image requests from external agencies, Resort Managers and other internal marketing functions. This was putting pressure on the time available to develop the product and the brand. ”With Media Zone, we can now cascade information about changes to the Butlins product immediately and accurately. It is a great time-saver”, says Jo-Anne.
Since 1936, Butlins and its Redcoats have been the symbol of fun-packed, great value UK family holidays. Butlins constantly updates its holiday offering, and with it the supporting images used to define and market the holiday experience to customers. Brochures are produced by central marketing four times a year, requiring new and original photography, while Resort Managers are required to produce material specific to local needs. “We look after the overall brand identity and sign-off, but Resort Managers need to be able to respond to changes at speed, especially when booked acts change at short notice. The internet has also become a vital channel to market, especially for last minute breaks and special offers, making it even more important for the company to be able to make changes quickly,” says Jo-Anne
In the past, the product marketing team could take over 24 hours to respond to an image request. Today, Resort Managers, web content managers, the direct marketing team, PR and other external design agencies that require access to authorised images can now search, select and down-load material from Media Zone through a web browser. The ability to manage current usage and copyright of images, and the time saved in dealing with requests, is bringing efficiencies to Butlins marketing department. “When images were burnt onto CD and distributed around the company, copyright was very difficult to control. Model permissions would run out and we’d spend a long time making sure those images didn’t get used again. We also work with a lot of third party suppliers, like Bob the Builder™, so have a responsibility to guard other companies’ brands as well as our own. Media Zone allows us to look after copyright management in a fraction of the time,” comments Jo-Anne.
About Butlins
Butlins, the UK's favourite holiday company, was the forerunner of the holiday centre concept with the first centre opening in Skegness. Butlins now has three Resorts, Bognor Regis, Minehead and Skegness and has just opened its first ever Resort Hotel, Shoreline Hotel, at Bognor Regis. With in excess of 1.3m visitors per year Butlins offers something for everybody from sports to pop fans to those who just want to relax and enjoy all the live entertainment for which Butlins is so famous.
Butlins travels the world to bring global entertainment to its guests with artistes from China, USA, Russia and Africa bringing such diverse entertainment as acrobatics, Kung Fu and street entertainment. They continue to attract top stars from the world of music such as McFly, Busted and Blue and the sports world such as Sir Geoff Hurst, Martin Peters, Barry McGuigan, Frank Bruno and Graham Gooch. (www.butlins.com)
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