Family short break provider Center Parcs has brought in Hope&Glory as its retained consumer brand agency, with a brief to promote the brand as a “champion” of family time.
Center Parcs, which launched in the UK nearly 30 years ago, has five locations across the UK, offering short break holidays in forested locations. It claims an annual occupancy rate of 98%.
Hope&Glory, which won the account following a three-way pitch, has been briefed to position the Center Parcs brand as a “champion” of family time through editorial and social channels.
The PR campaign will build on the brand’s new creative platform around family time, which was unveiled in January as a 60 second TV commercial devised by ad agency Brothers and Sisters.
Jo Carr, Hope&Glory’s managing partner, will lead the account.
Simon Kay, PR manager for Center Parcs, said: “Throughout the pitch process, the team at Hope&Glory demonstrated a real willingness and desire to understand the challenges Center Parcs faces as a brand. This has resulted in some very clear, well-thought through ideas, which I am looking forward to seeing come to life over the next few months.”
Carr added: “Center Parcs is going through a real journey in its communications strategy – from being solely about its amazing product to a focus on the customer experience and the benefits their short breaks have to offer. So it’s a very exciting time to be working with them.
“We all know that modern families struggle to balance work, chores and quality time together and Center Parcs – with its forest locations – feels uniquely placed to help them reconnect. We’re looking forward to challenging some of the misconceptions that exist about the brand and further strengthening its position in the market.”