Applied to:
This award recognises a high-impact brand media campaign that strengthens brand visibility, reinforces positioning and engages target audiences through adistinctive and well-executed narrative across media platforms.
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.
