Short-break holiday operator Center Parcs has launched a new campaign and brand platform, marking a major step change with the first work through Neverland, which won the account earlier this year.
“For the center of your world” will be brought to life through a new marketing push and across all Center Parcs villages, and will launch to consumers through a campaign led by a 60” TV ad.
The inspiration was born out of guest comments and insight – the feeling of time away from everyday life and being in a bubble with your family.
The 60” film, Bubbles, will launch on TV, and in cinemas and on TikTok across the UK and Ireland this weekend.
It starts with a bubble squeezing out of the front door of a woodland lodge. As the film plays out, viewers see a variety of bubbles exploring the village, the forest and the activities accustomed with the Center Parcs experience.
The film ends with a family welcoming another member who has just arrived to the village and joins their bubble. As they hug, the bubble expands around them.
Directed by Bafta-winner Fred Scott, the film features a re-recording of Somewhere from West Side Story which will be released as a single across Spotify, Apple Music and social platform sound libraries alongside the film launching on TV this weekend.
The film was captured over five days at Center Parcs Longleat Forest in late summer, with additional teams capturing stills, motion, social content, PR assets, and internal content. The production was carefully coordinated around village operations to ensure none of the 4,000+ guests were disturbed.
The characterful bubbles, metaphorically representing families enjoying the Center Parcs experience, have been created in post by Untold Studios. The work to create these has taken over 6,000 hours of studio time and a team of 95 people. The bubbles will also feature in the OOH campaign launching alongside the film and will continue across 2026 with large scale media buys and takeovers across the UK and Ireland including a takeover of Oxford Street underground station.
The brand will be launching a series of shorter social films, which focus on three different families experiencing ‘bubble moments’ together. These films will be shared alongside platform specific creative across Snap, Meta and TikTok.
Center Parcs chief marketing officer Sara Holt said: “Center Parcs is an iconic brand that has a unique story to tell. This work takes us right to heart of the emotional connection we provide to millions of guests. It’s a step change for the brand and our business marking a new dawn in the way deepen our story telling and elevate our brand.“
Neverland CCO and co-founder Jon Forsyth added: “It takes a brave client to break category norms and reach new heights for a brand. Sara and team are the real deal.”
iProspect has led media planning and buying for the campaign across the UK and Ireland. It was appointed Center Parcs media agency in 2023.
Related stories
Center Parcs books in UK media business with iProspect
Why travel brands must act now to tackle the moaners
AA/WARC reaction: Digital presence to deliver for Xmas
Up, up and away as 2025 adspend is set to hit £46bn
Fresh boost as firms shift budgets to targeted marketing
Bellwether reaction: Are one-to-one channels now king?
Be the first to comment on "Center Parcs ‘Bubbles’ marks first activity by Neverland"