Burkitt in £3.5m Center Parcs win

Upmarket holiday resort operator Center Parcs has appointed Burkitt DDB to handle its &£3.5m account following a two-way pitch against incumbent Bates.

The business includes the Oasis Forest Holiday Village in the Lake District, which was bought by Center Parcs last summer. The Oasis incumbent was Senior King.

The pitch was overseen by Center Parcs sales and marketing director Jennie Ayres. Media planning and buying, through Zenith Media, is not affected by the decision.

It is understood that Center Parcs plans to increase its ad spend to more than &£5m in an effort to attract tourists who are keener on holidaying at home since the terrorist attacks last September.

Ayres says: “2002 is a time of great development for Center Parcs – integrating Oasis into the brand and the business. We are very much on the front foot. The business is performing well and bookings are strong.”

Burkitt DDB deputy managing director Julian Calderara says: “Center Parcs is a great brand and despite operating at remarkable levels of occupancy – over 90 per cent – there is room to improve performance.”

Last year Center Parcs parted company with its below-the-line agency, Euro RSCG Direct, as part of a cost-cutting drive. It is believed that the company is planning to take its direct-marketing work in house.

Last year Deutsche Bank bought Center Parcs from brewer Scottish & Newcastle.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here