Applied to:
This award recognizes a marketing program that has successfully enhanced and promoted a brand, a group or a concept/product through innovative initiatives, tools or partnerships. The marketing initiative must demonstrate a deep understanding of its target audience and will have successfully engaged and inspired them through creative and effective collaborations.
* Brands/Groups may submit themselves or partners/agencies may submit on behalf of their clients.
The project:
The Center Tree Festival, organized by Center Parcs in 2024, exemplifies an innovative urban event designed to increase brand consideration among upper-middle-class families across Europe. Despite strong brand awareness, Center Parcs faced challenges in attracting new customers. The festival aimed to address this by bringing the Center Parcs experience to urban centers, offering visitors a glimpse of its commitment to nature and family connection.
Held across four European cities—Paris, Cologne, Breda, and Antwerp—between May and June, the three-day festivals were open to the public and included creative and interactive workshops. Activities ranged from ceramic painting, upcycling crafts, and dried flower bouquet-making to unique offerings like smoothie bikes and mocktail tasting. These workshops were tailored to reflect local cultural preferences while emphasizing sustainability and creativity.
The festival's centerpiece, a five-meter-tall tree crafted from recycled materials, symbolized Center Parcs’ eco-friendly ethos. Surrounding this were relaxation areas, food trucks featuring vegetarian and vegan options, and family-friendly XXL wooden games, creating a festive atmosphere that mirrored the Center Parcs experience.
The event was designed with sustainability in mind. It minimized energy consumption, adopted a zero-waste policy for workshops, and used reusable materials for installations, which will be repurposed for future events. Partnerships with local organizations, such as the NGO Iglu in Cologne and Studio Anney in Paris, further reinforced its commitment to community engagement and sustainable practices.
The results were impressive, with 14,000 attendees, 26,500 landing page visits, and an organic reach of nearly 7 million across Europe. The Center Tree Festival successfully boosted brand visibility and engagement, offering potential customers a tangible connection to Center Parcs’ core values of nature, family, and sustainability while solidifying its positioning as an innovative and modern hospitality brand.
The Hospitality Awards celebrate innovation and excellence and highlight the most creative initiatives in a sector that is constantly and rapidly changing hospitality.
