Center Parks in DM agency talks

Center Parcs, the upmarket holiday park firm beloved of families seeking the great outdoors, is hunting an agency to handle its direct marketing account.
The move follows its recent £2.4 bn buyout by Canadian investment firm Brookfield Property Partners from private equity company Blackstone.
It also suggests that recent research – which showed direct marketing skills are in high demand from private equity firms – is spot on.
It is understood the new owners now want to ramp up the business’ CRM activity to get holiday-makers coming back for more outdoor fun.
The new agency will work alongside DGB (formerly the Database Group), which handles the company’s on data management programme.
Brothers and Sisters works on the ad account, across the firm’s five UK sites. The company’s first village opened at Sherwood Forest, Nottinghamshire, in 1987 and its fifth, at Woburn Forest, Bedfordshire, opened in 2014. Each site covers about 400 acres of woodland.
A similar firm operates in continental Europe, also under the name Center Parcs, however the two are separately owned.