Content Marketing for Center Parcs

Using content to enhance the Center Parcs experience

Client: Center Parcs
Sector: Leisure
Campaign: Magazine | Online Content | Video | Ad Sales

Brief
In 2004 Center Parcs tasked Dialogue with producing their customer magazine Village Life.

The magazine needed to closely align with their core brand beliefs and promote Center Parcs as a natural, spacious environment, a great place to reconnect with your family and an instant escape from the everyday.

 

Challenge
The audience was already engaged with the brand but the magazine needed to invoke memories that would result in repeat bookings.

The content also had to convey the continual investment injected into the villages and reinforce the brand’s core message of ‘family togetherness’.

Every feature, news piece, advertiser, photograph and illustration in Village Life therefore reflects Center Parcs’ core brand beliefs, which are woven in throughout the planning and production process.

CP Covers

Content in the magazine places a strong emphasis on storytelling – such as the ‘Locally Sourced’ series focusing on local food producers – and impactful design, which gives a luxury feel.

Dialogue have also launched a digital edition of the magazine, available to all.

The edition is promoted via Center Parcs’ e-newsletters, website and social channels and offers extra content in desktop and mobile formats. It allows us to integrate films, which we produce exclusively for Center Parcs.

The digital magazines provide a valuable opportunity for a joined up approach to advertising sales, with digital packages proving popular.

 

Result
The magazine is distributed to 300,000 regular visitors of Center Parcs.

Over the course of a year (from September 16), Center Parcs saw a 139.2% increase in bookings from those who receive the print edition of Village Life.

Alongside this, a survey undertaken on the digital edition brought in very positive results, with 97% saying it was easy to navigate, 89% agreeing that the content was interesting and 84% agreeing that the content was engaging.

Village Life Digital EditionWe also publish other magazines as part of a portfolio of services we provide to Center Parcs.

Uncovered is an on-Village magazine providing a guide to everything Center Parcs has to offer its guests and each edition localised to one of their five villages.

Aqua Sana is the company’s spa brand: Spa Escape is published twice a year and is distributed on-Village through all accommodation.

The Dialogue team is responsible for planning, writing, designing and commissioning, plus selling advertising across all magazines, in all editions.

If you would like to discuss branded content with us, please make contact with Jason Elkins via Jason@archantdialogue.co.uk or +44 (0)1603 664242.

To find out more about brand communities and content, you can download our free report The Benefits of Brand Communities.

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