Self-styled brand guru Simon Middleton says Pontin’s has paid the price for failing to modernise its brand.
The holiday parks operator went into administration last week after the bank Santander, which had loaned the business £46m, pulled the plug.
Middleton, who has advised Great Yarmouth, The Broads National Park and the Suffolk seaside town of Felixstowe, said 64-year-old Pontin’s had failed to ‘nuture and develop’ its brand.
“I think there’s such a stark contrast with the continuing success of Butlin’s that the failure of Pontin’s cannot be blamed on the economy or even social change,” said Middleton.
“Butlin’s has thrived because it has changed, innovated and refreshed its iconic brand. It is as relevant now as it ever was.
"By contrast, Pontin’s appears to have failed dismally to take itself seriously as a brand and has therefore failed to invest either money or imagination."
Middleton also advised the Norfolk holiday resort of Hemsby on branding and led an attempt to buy the former Pontin’s site in the resort, which closed in 2009. Their plan was to revive the town’s fortunes with an 800-person eco-tourism centre, which became known as the Eden of the East project.
Administrators KPMG say they have received several enquiries from parties interested in buying Pontin’s and in the meantime they are looking for an experienced operator to run its five holiday parks, all of which have remained open.
But Middleton claimed it might be too late to save Pontin’s, which employs 850 people.
"It would take an entirely new vision to save the brand now," he said. "A vision to create a high quality and high value holiday experience which appeals to modern families on a budget. I would love to see that happen, but I doubt very, very much that that is going to."
By Linsey McNeill
