This is the first PR agency to be appointed by the Newcastle-based group, and follows a period of expansion to 24 holiday parks across the UK from its creation in 1999.
Key objectives of the consumer brief are to increase brand awareness of Parkdean and to inform consumers about each park.
Lucre will provide a press office, a national media relations campaign focusing on brand awareness and a regional strand publicising the pro-bono work done to conserve natural habitats around the holiday parks.
Pete Akerman, marketing director at Parkdean, said: ‘We spent a long time looking for an agency that we felt confident would be able to deliver the objectives we aim to achieve. Lucre impressed us with their experience and their ability to make headlines for the right reasons.
‘Choosing them as our first ever PR agency was a big step for us, but we’re thrilled to have found them and excited about how they’re going to push Parkdean forward.’