Center Parcs has recruited Brothers and Sisters as its lead creative agency, covering brand work across all channels.
Brothers and Sisters won the account, which is thought to be worth around £5 million, after a competitive pitch process which was conducted through Oystercatchers and included bids from adam+eveDDB and VCCP. Center Parcs had previously worked with Beattie McGuinness Bungay who won the account in 2010.
Of the pitch process, Helen Horner, head of brands at Center Parcs, said: “The quality of the pitches and the way in which the whole process was handled by Oystercatchers was excellent. All three agencies demonstrated a deep understanding of our brand and wholeheartedly embraced the unique immersion briefings at Sherwood Forest.”
The agency is now tasked with the development of a long-term communications platform to support Center Parcs’ growth strategy as well as driving new customers to the brand. Campaign materials are set to include TV, online and digital creatives, with supporting print, outdoor, social media and internal communications activity.
Center Parcs is already focussed on the opening of its fifth village at Woburn Forest in spring 2014 which marks a £250 million investment for the brand. Sales and marketing director for Center Parcs, Colin Whaley, describes the new destination as “the biggest in our history”. He furthered that for the launch an agency “that shares our passion for what we do and can deliver big, emotional creative ideas and a truly integrated campaign” was needed, adding: “We are thrilled to be working with Brothers and Sisters for what promises to be an exciting couple of years’ ahead."
Andy Fowler, Brothers and Sisters ECD, commented: “We’re so pleased to have won the business. From the first meeting, Center Parcs felt like a good fit, their creative ambition, their understanding of digital innovation and their love for their brand, all stood out. We’re really looking forward to developing some ground-breaking work together.”