Center Parcs: From value for money to value for time

Center Parcs, a European network of holiday villages, used planning to articulate an emotional positioning, which transformed perceptions of Center Parcs in the UK from an expensive break into a brand that stood for family time.

Campaign details

Brand: Center ParcsClient: Colin WhaleyAgency: Brothers & Sisters

Summary

With a new village just opened, Center Parcs came to us with a tricky brief - to acquire enough customers to fill 20% more capacity, whilst maintaining the high price point. This paper will tell the story of how planning helped to articulate a powerful and salient emotional positioning, and in doing so helped transform perceptions of Center Parcs from an expensive break into a brand that stood for one of the most important things in life - spending uninterrupted time with family. We...

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