Family short break provider, Center Parcs has appointed Hope&Glory as its retained consumer brand agency following a three-way pitch.
The brief involves positioning the Center Parcs brand as a champion of family time through editorial and social channels, as well as increasing awareness of what makes its Villages so unique. The PR campaign will build on the brand’s new creative platform around family time that was unveiled in January via a 60 second TV commercial devised by Brothers and Sisters.
Simon Kay, PR Manager for Center Parcs said: “Throughout the pitch process, the team at Hope&Glory have 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”.
The Hope&Glory account will be led by agency managing partner Jo Carr.
Jo commented: “Center Parcs is going through a real journey in its communications strategy – from being solely about their amazing product to a focus on the customer experience and 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.”