Our challenge

To refresh the identity and appeal of a tradition British holiday icon in the face of increasing threats from low cost foreign travel.

The idea

Precise targeting of high potential consumer sectors with our positive and inspiring ‘Pontastic’ idea, reinforcing relevance through popular culture reference to Shaggy’s Mr Bombastic.

The reaction

A shift in perception throughout the consumer audience and a galvanising of Pontins staff attitude, whilst direct bookings throughout the advertising period increased by 30%.

PONT 003 True Loyals Belly Wrap v2
PONT 004 Last Minute Loyals Belly Wrap v3