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Butlins Backs Books with Bedtime Story Campaign Launch


Butlins, the UK’s favourite holiday destination, is launching its Bedtime Stories Campaign next week to coincide with the UK’s first ever National Family Week taking place in the spring half term (25 – 31 May 2009). The campaign is launching over the break, 25 – 29 May, at all three beachside Resorts, Bognor Regis, Minehead and Skegness, and forms part of National Family Week’s ‘Family Week Story Time.’

The campaign will utilise the existing Butlins Storytime Sessions with kids’ favourite, Pingu, and Butlins’ own Billy Bear, to get children reading during the week just in time for their bedtime, with thousands of families expected to take part.

Butlins anticipate that the campaign will encourage more families to read together at bedtime, parents to read to their children every day and families reading bedtime stories whilst on holiday.

To celebrate the launch Butlins will also be giving away 1,000 free Dora the Explorer Bedtime Wishes books from Nick Jr., worth over £8,000, and 10,000 National Family Week bookmarks to families taking part to help them continue bedtime reading at home. There will be a new Children’s Book Swap at the Resorts’ nurseries so that children can swap books during their Butlins break. This will also offer children a greater choice of stories as well as helping families save money.

Butlins thinking behind the Bedtime Stories Campaign is to add another educational and family-orientated feature to its already impressive itinerary of children’s activity. To support the campaign, Butlins is working with Jacqueline Harding, Child Expert and previous Education Editor at the BBC, who firmly believes that after fun-packed days on holiday, the routine of bedtime stories is something which should not be skipped.
Jacqueline Harding, Child Expert, explains: “I am delighted that Butlins has launched this campaign to keep this rapidly disappearing tradition alive. As research shows only one in three parents of young children reads to them daily (Booktrust 2008). Bedtime reading helps immerse children into a world of imagination before they enter the land of sleep and is a magical experience for children.

“Importantly, it also has a positive effect on a child’s language and all-round development. Bedtime reading can help promote rest and sleep, stimulate brain development, increase imagination, and even deepen the bond between adult and child.”

Chris Baron, Resort Director, Butlins Skegness, says: “We are very excited about the new Bedtime Stories Campaign and are confident that families will be bitten by the bookworm bug. It is important that as well as the more active entertainment, such as the live shows and sports, we encourage children to enjoy bedtime reading while on holiday. Plus by offering the Book Swap scheme, we are offering parents more choice in reading materials and thus keeping the children stimulated with variety. Happy kids equal happy families.”

Butlins is delighted to have received endorsement from Viv Bird, Chief Executive of Booktrust, who says: “Reading stories at bedtime is a very special family time, and a great way to help children to settle down at the end of a busy day. Sharing books and encouraging a love of stories together stimulates a child’s development and curiosity. At Booktrust, we’re supporting National Family Week with our own website of useful tips, advice and recommendations and we are thrilled that Butlins is as committed as we are to encouraging families to enjoy bedtime stories together.”


 Family Holidays
 Book Trust
 Bedtime Story Campaign

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