While Center Parcs is recognised as the UK’s leading destination for family breaks, it wished to engage with the corporate market, enabling it to benefit from incremental revenues in traditional trough periods. Our brief is to generate awareness of Center Parcs’ four UK sites in this sector.
We conduct regular surveys with Center Parcs’ corporate clients to gather data we can use to create newsworthy stories that highlight thought leadership. We highlight the full scope of possibilities when choosing Center Parcs for team builds, awards or product launches. We seek endorsement from Center Parcs’ clients so that we can offer case studies to key industry journals. Wider messaging is also cascaded through key social media influencers within the event-planning community via Twitter, LinkedIn and Pinterest.
A succession of exclusive case studies were placed in key publications, raising awareness of individual event spaces. These included: Innocent, Gap, Ryman and Sainsbury’s. Awards include Best PR Campaign, MIMA Awards 2012 and Eventia Awards 2013. PR activity achieved an Advertising Value Equivalent of £2.5 million with a circulation of 8 million. Center Parcs has recorded a considerable rise in sales and reported a 44% increase in retail event bookings over the six months to November 2013.