Case Studies

Holiday village facelift
The Rank Group
Wales and Scotland

A massive facelift programme was launched at UK Butlins sites. Two of them would be converted into Haven holiday parks, with static caravans instead of chalets. There was a danger the investments could be resisted by chalet owners, holidaymakers and the local authorities who might perceive the different identity as second-class treatment.



Pendragon's community relations strategy targeted local residents, caravan and chalet owners, local authorities, opinion-formers and media, promoting a favourable understanding of The Rank Groups aims. The overall message was that changes were inevitable, that Rank was committed to each centre and that the Haven identity represented the best option.



The strategy proved successful in securing positive media coverage, in creating a positive reaction among the local community and in dealing with the many inquiries from potentially difficult chalet and caravan owners. Both schemes won the support of their local councils.

< Return to Case Studies