When you think about Butlins, you think of sun, sand and spacehopper races. Or maybe that's just my husband, who has fond memories of Bognor in the early 1980s...
But this weekend the UK's favourite holiday destination is launching its Bedtime Stories Campaign, to get kids reading after a day of excitement.
The campaign is running between the 25th and the 29th of May at all three beachside resorts, Bognor Regis, Minehead and Skegness, as part of National Family Week's Family Week Story Time.
Pingu and Billy Bear will be on hand to encourage more families to read together at bedtime, parents to read to their children every day and families to read on holiday.
Research shows only one in three parents of young children reads to them every day. Which is a crying shame.
Some of the best childhood memories come from books, whether it's the funny voices your dad does for Wind in the Willows or the scary bits in the Narnia series.
Butlins is aiming to help reverse the trend and has been working with Jacqueline Harding, child expert and former education editor at the BBC.
She says: "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."
To celebrate the launch Butlins is 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 and help families save money.