My Role

Design & Art Direction

Duration

8 Weeks

Introduction

Butlins music weekends are over 18s only and are offered regularly across all of the three resorts. Each weekend has a different musical theme, including soul music, alternative, folk, disco, and rock and blues. They also have decade themed weekends from the 1960s to the 2000s.

Case Study: Marketing

The brief was to differentiate their Live Music Weekends from their Big Weekend parties and the family holidays, making a bid to increase sales of their Live Music weekends to the right target audience – music fans.

The aim was to convey Butlin’s as a promoter of credible music weekends, such as The Great British Folk Festival and the Northern Soul weekend, amongst others.

The design and creative concepts needed to speak directly to the fans of these music genres, with the Butlin’s brand taking a back seat.

01

Concept:
Music Promoter

Typographic route to promote the different music genres.