Center Parcs leaves Brothers and Sisters for Y&R
Center Parcs has appointed Y&R London, bringing to an end the four-year relationship the business had with Brothers and Sisters.
Center Parcs has hired Y&R as its new ad agency.
The Drum has learned initial meetings were held with at least three agencies in February and of those Center Parcs opted for Y&R’s pitch.
The appointment signals a creative change in direction for the holiday company, coming just months after it launched a nationwide push to promote the forest around its facilities as a playground.
Brothers and Sisters was behind the popular ‘Bears’ ad in 2015, which was conceived as a fun way to lure people to the holiday getaway as a way to beat the January blues.
Using a blend of CGI animation and live footage, the ad imagined a family of bears divided by the monotony of life, whether it was work or TV dinners, who are brought together again when they visit Center Parcs. It kicked off a more emotional style of advertising – akin to those from John Lewis – which continued up until its most recent campaign.
Neither Center Parcs or Y&R were able to confirm the appointment by the time this article was published.