Content Marketing for Center Parcs, Sector is Leisure and Experience

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

The magazine needed to closely align with its 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.

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 was therefore selected to reflect Center Parcs’ core brand beliefs, which were woven in throughout the planning and production process.

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

Dialogue also launched a digital edition of Village Life, promoted via Center Parcs’ e-newsletters, website and social channels and offers extra content in desktop and mobile formats. It allowed us to integrate films, which we produced exclusively for Center Parcs.

The digital magazines provided a valuable opportunity for a joined-up approach to advertising sales, with digital packages and branded content proving popular.

The remit

Design
Editorial
Art Direction
Photography
Video
Web
Advertising

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

Over the course of a year (from September 2016), Center Parcs saw a 139.2% increase in bookings from those receiving 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.

We also published other magazines as part of a portfolio of services provided to Center Parcs: Uncovered, an on-village magazine providing a guide to everything Center Parcs has to offer its guests, with each edition localised to one of their six villages, and Spa Escape, published twice a year for Aqua Sana, the company’s spa brand, distributed on-village through all accommodation.

The Dialogue team was 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 using the form below.

Over the course of a year, Center Parcs saw a 139% increase in bookings from those who received the print edition of Village Life”

Sector insight

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