Who is the biggest caravan and holiday park provider in the UK – Haven? No. Butlins? Uh uh. Center Parcs? Nope. It’s Parkdean Resorts. With a huge 66 parks right across the country. But despite their size, brand awareness historically tended to be more on an individual park level rather than the company as a whole. The obvious advantages of having one distinctive brand that everyone knows meant this needed to change.
So, how do you make an impact that gets the nation to realise they’re closer than they think to fun and freedom?
You show that holiday happy is never far away with Parkdean Resorts.
Finding the heart
Everyone deserves a happy holiday – no matter where they live or what their budget is. This insight, combined with the fact that Parkdean Resorts’ stunning parks were located within two hours of 92% of the population helped us find a distinctive brand platform.Add in the fantastic facilities and activities available on park, the local sights and attractions within easy reach, not to mention the great value accommodation available to buy as well as holiday in and it was clear: That with 66 holiday parks across the UK, and more to do than you could ever imagine, holiday happy is never far away at Parkdean Resorts.
Bringing the life
To take full advantage of the new Holiday Happy platform, we created a bold and fun launch campaign for 2023. Featuring a brightly coloured beach tower and a Parkdean Resorts holiday rep with a pink megaphone, it puts a big shout out to the nation to come along and experience holiday happy near them.
The advert also features a reworked version of the Katrina and the Waves song ‘Walking on Sunshine’. ‘We’re going to Parkdean’ perfectly encapsulates the sense of fun and excitement that are a key part of the happiest holidays.
Making it thrive
We’re ensuring the new brand is fully embedded across the business, inspiring everyone internally and externally. Rethinking holiday reps as holiday happymakers and creating brand books to ensure holiday happy is always top of mind. The platform has been designed to work across both side of the business from holidays to holiday home ownership, ensuring a consistent transition as holidaymakers become full-time on-park owners. The theme is even extending into the brand’s partnerships too, promoting Tots Breaks, Nickelodeon Weekenders and more.
The impact
“Cravens have been a consistent and strong partner in everything we have done over the last three years. They are helping us build our brand and grow our business”.
Jonathan Alcock Marketing Director
