Center Parcs spends £3m to pull in visitors

by Mark Kleinman,, Marketing 05-Dec-02, 07:00

LONDON - Center Parcs is taking the fight to short-break rivals such as Pontins and Butlins with the appointment of WWAV Rapp Collins North to overhaul its customer marketing activity.

The company, recently reported to have been put up for sale by owner Deutsche Bank, is developing an aggressive strategy to build its share.

WWAV North will be responsible for developing Center Parcs' customer communications strategy, including focusing on building relationships. The brief is thought to be worth £3m-plus.

The appointment will also encompass creative and database work as Center Parcs attempts to engineer an integrated strategy for encouraging consumers to visit its sites and to bring in more people who have never stayed at a Center Parcs resort.

The firm's previous DM agency relationships include Euro RSCG Direct. WWAV North won the work after a competitive pitch.

Center Parcs is targeted principally at the family market and has four UK holiday villages. It also operates in Belgium, France, Germany and the Netherlands.

It is understood that Deutsche Bank is considering a sale of Center Parcs as part of a divestment strategy.

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