Butlin's makes a splash with MSL

Butlin's makes a splash with MSL

Butlin’s makes a splash with launch of £40m swimming pool with the help of MSL.

Butlin’s celebrated opening its doors to Europe’s largest swimming pool by wowing guests and media to a themed light show projected on the Art Deco building exterior.

The iconic British family break provider partnered with MSL to engage with media and influencers to launch the opening of the seaside themed swimming pool, Splash in Bognor Regis, which features seaside inspired attractions including the world’s first water Helter Skelter ride, colourful stick-of-rock slides, and seaside garden rapids.


MSL defined the communications strategy to drive awareness and excitement among travel, business and consumer lifestyle media. This included everything from inviting lead influencer Stacey Solomon and her family to experience the swimming pool to elevating CEO Jon Hendry-Pickup’s profile with business media. Prior to launch week MSL secured visits and social media coverage from Romesh Ranganathan and Alison Hammond plus interviews with Jacquie Butlin, Sir Billy Butlin’s daughter.

Projection 1web

The launch culminated in an artistic light projection mapping show for media, guests and the local community where the pool’s exhilarating indoor features were brought to life on the outside of the building itself. The light show was built and implemented by events agency Hot Pickle and their partner White Light. Produced using cables the equivalent in length of fifty Olympic-sized swimming pools, the show saw a kaleidoscope of colours, aquatic-themed imagery and vibrant music bring the building to life, emitting a total of 240,000 lumens of light. Over 30,000 fans tuned in to watch the projection show which was streamed on Facebook Live.

Pool ShotWeb

The launch of Splash has far surpassed our expectations

Andrew French, Head of PR, Butlin's

“There is no more iconic British hospitality brand than Butlin’s and we were incredibly proud to partner with them to design and develop a launch concept and event befitting the introduction of their spectacular new pool, Splash. The project brought together our consumer, corporate and creative talent from across the agency” said Simon Condon, Deputy MD Consumer, MSL.

Andrew French, Head of PR, Butlin’s said of the campaign, “The launch of Splash has far surpassed our expectations. Everyone who has experienced the swimming pool first hand has been blown away and we believe we have created an experience that takes our Bognor resort to a whole new level. We can’t wait for our guests to get that same pleasure for years to come.”

The Butlin’s story has featured in widespread media across national and regional outlets including Sky News, BBC South Today, the business pages of The Times, The Express, Sun on Sunday as well as consumer lifestyle publications such as Hello!, OK!, Mail Online and all the major daily newspapers.



Claire Hutchings

Head of Marketing

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