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News Release from: Picdar | Subject: Media Zone
Edited by the Printingtalk Editorial
Team on 16 December 2005
Managing Holiday Firm's Digital Assets
From McFly and Girls Aloud to Suzi Quatro and Slade, to manage all the images needed to promote such a diverse array of holiday entertainment, Butlins has bought Media Zone.
From McFly and Girls Aloud to Suzi Quatro and Slade, to manage all the images needed to promote such a diverse array of holiday entertainment, Butlins has bought Media Zone, Picdar's hosted digital asset management software Butlins, the British holiday company bought the entry level Media Zone, which is part of Picdar's Media Mogul family, to centralise and control the distribution, usage and copyright of the many pictures and brand images it uses throughout the year
This article was originally published on Printingtalk on 30 May 2005 at 8.00am (UK)
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Accessed via a web browser, Media Zone can be used by any number of people without the worry of extra IT infrastructure costs, said Picdar.
Before implementation of Media Zone, Butlins' product manager, Jo-Anne Woodstock, spent too much time responding to image requests from external agencies, resort managers and to other internal marketing functions, which put pressure on the time available to develop the product and the brand.
"With Media Zone, we can now cascade information about changes to the Butlins product immediately and accurately.
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It is a great time-saver", said Woodstock.
Butlins constantly updates its holiday range and with it the supporting images used to define and market the holidays to customers.
Brochures are produced by central marketing four times a year, requiring new and original photography, whilst resort managers are required to produce material specific to local needs.
"We look after the overall brand identity and sign-off, but resort managers need to be able to respond to changes at speed, especially when booked acts change at short notice.
The internet has also become a vital channel to market, especially for last minute breaks and special offers, making it even more important for the company to be able to make changes quickly," added Woodstock.
In the past, the product marketing team could take over 24 hours to respond to an image request.
Today, resort managers, web content managers, the direct marketing team, PR and external design agencies that require access to authorised images can now search, select and down-load material from Media Zone through a web browser.
The ability to manage current usage and copyright of images, and the time saved in dealing with requests, is bringing efficiencies to Butlins marketing department.
"When images were burnt on to CD and distributed around the company, copyright was very difficult to control.
Model permissions would run out and we'd spend a long time making sure those images didn't get used again.
We also work with a lot of third party suppliers, like 'Bob the Builder', so we have a responsibility to guard other companies' brands as well as our own.
Media Zone allows us to look after copyright management in a fraction of the time," commented Woodstock.
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