Applied to:
This award recognizes a media campaign that has effectively promoted a hospitality brand or group. The campaignmay have been executed on any media platform, such as television, radio, newspapers, digital displays, social media, or the internet, and should have demonstrated creativity, originality, and relevance to the target audience. The winning campaign will have successfully increased brand awareness and/or customer engagement, resulting in positive business impact for the hospitality brand or group.
The project:
Center Parcs, a tourism brand focused on vacation residences, has always aimed to connect people with nature and each other. In 2023, in response to changing consumer desires influenced by economic, health, and environmental contexts, Center Parcs revamped its brand identity to deepen this mission.
In January 2023, Center Parcs launched a communication campaign to unveil its new brand identity. The campaign, centered on the concept of “Human Nature,” emphasizes that people feel most themselves when surrounded by loved ones and nature. The campaign slogan, "Closer than ever. More nature than ever," highlights the brand's commitment to fostering genuine connections and memorable experiences through nature and family.
Key elements of the campaign include:
The "Human Nature" TV spot uses natural sounds, slow-motion segments, and a soothing color palette to evoke emotions and immerse viewers. The posters creatively contrast family intimacy with natural beauty, reinforcing the brand’s values of closeness and nature preservation.
The new brand identity also influenced Center Parcs’ offerings, with enhanced nature-related activities designed to increase emotional engagement and demonstrate the transformative effect of a stay at Center Parcs. The logo, representing the brand's premium commitment, is central to this new identity.
The campaign's impact, measured by Ipsos, showed significant engagement:
Additionally, it increased family intentions to stay (+13 points), explore (+19 points), and recommend (+22 points) Center Parcs. This comprehensive campaign effectively communicates Center Parcs’ refreshed vision, promoting a harmonious balance between nature and human connections.
The Hospitality Awards celebrate innovation and excellence and highlight the most creative initiatives in a sector that is constantly and rapidly changing hospitality.
