Task

Center Parcs is recognised as the UK’s leading destination for family breaks and getaways.  Seeking to engage with the corporate market and benefit from incremental revenues in traditionally trough periods, Center Parcs tasked Triggerfish with generating awareness of its four UK sites.

Actions

A strategy was devised to target the meetings and events press in six distinctive ways.

  • Case studies
  • Packages
  • Business win announcements
  • Affiliations
  • Awards
  • Social Media

To highlight the range of events which can be hosted by Center Parcs, a series of exclusive case studies were placed within key publications; this also raised awareness of individual venues.  A series of press releases promoting new packages were distributed to press along with account wins.

Social media activity engaged with the sophisticated networks of events professionals on You Tube, Twitter and Facebook. All news and press coverage was cascaded via these channels.

Outcomes

Case studies include:

Innocent – double page, Conference and Incentive Travel and front page (circulation 79,498, AVE £30,516)
Microsoft – three pages, Stand Out and front page mention (circulation 9800, AVE £41,872)
Mitchells and Butlers – half page, Conference and Incentive Travel (circulation 79,498, AVE £10,629)
A four page ‘Challenge Annica’ feature was arranged with Square Meal Venues & Events. With a circulation of 54,706, this ensured a large audience was reached.

Coverage of a number of business wins for supermarket giant Sainsbury’s included the meetings and events press (M&it, Conference News, Exhibiting, Event Industry News, Conworld, etc.) alongside a number of training and marketing publications such as Field Marketing and People Management.

A strategy was devised to target the meetings and events press in six distinctive ways.
Case studies
Packages
Business win announcements
Affiliations
Awards
Social Media
To highlight the range of events which can be hosted by Center Parcs, a series of exclusive case studies were placed within key publications; this also raised awareness of individual venues.  A number of press releases promoting new packages were distributed to press, along with account wins.
Social media activity engaged with the sophisticated networks of events professionals on You Tube, Twitter and Facebook. All news and press coverage was cascaded via these channels.