New Center Parcs campaign set to roll out
Family holiday destination Center Parcs is set to launch a new multiplatform campaign including TV and online.
The online campaign is being handled by Golley Slater Digital and is the biggest online spend by the client to date including a pay-per-click and online display campaign.
The TV campaign has been created McCann Erickson while the media buying is being handled through MediaCom.
The media strategy will target Center Parcs' core audiences through a range of mainstream, life style and press websites.
John Kinder, managing director of Golley Slater Digital, explained his own agency’s brief: "The online campaign is fully integrated with Search, TV and offline but will hold the main focus of spend and leads creative direction."
He continued: “This is a tailored data driven approach and is the largest online campaign by Center Parcs to date. It is a further shift in marketing spend to online and echoes the trust advertisers have in digital as a quantifiable source of revenue. The creative, also designed and developed by Golley Slater, targets Center Parcs key audiences. It demonstrates the large and diverse range of activities available at Center Parcs and the environment in which they are set. These key environments simultaneously match the separate creative routes, which in turn match key Center Parcs customer segments."
The campaign will begin on 14 January.