Center Parcs takes on new agency to 'challenge misconceptions' about brand

Hope&Glory has been appointed as the UK consumer brand agency of holiday resort Center Parcs, following a three-way pitch - and says it will begin "challenging some of the misconceptions that exist about the brand".

Center Parcs has five 'villages' across the UK, having opened its first resort in the country in 1987, a decade after launching in the Netherlands.

The brief involves "positioning the Center Parcs brand as a champion of family time through editorial and social channels", a Hope&Glory press release said.

It will also build on a family-focused TV campaign by the creative agency Brothers and Sisters that ran between January and March this year.

Simon Kay, PR manager for Center Parcs, said the agency had "demonstrated a real willingness and desire to understand the challenges Center Parcs faces as a brand". Kay has been in the role since 2006, having joined the company in a customer-facing role in 1996, according to LinkedIn.

The account will be led by Jo Carr, managing partner at Hope&Glory, who said she was "looking forward to challenging some of the misconceptions that exist about the brand and further strengthening its position in the market".

Previously, Center Parcs had been working with The Red Consultancy since 2012, and before that had retained Halpern for eight years.

The holiday company has worked with Brunswick on its financial PR since 2004. In August 2015, Center Parcs UK was acquired by Brookfield Property Partners from another private equity owner, Blackstone.

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