Synopsis. Hi-de-Hi! is set at a holiday camp in the fictional seaside town of Crimpton-on-Sea, Essex. Loosely based on Butlins, or Pontins, Maplins is part of a holiday camp group owned by Joe Maplin, with Yellowcoats replacing Redcoats or Bluecoats. Cambridge University Professor of Archaeology Jeffrey Fairbrother, who had become tired of academia, has been appointed the new entertainment manager.