Center Parcs jumps into bed with Global for new blitz

Short-break provider Center Parcs has launched a partnership with commercial radio station Heart for a four-month campaign aimed at boosting interest for families during the early 2023 peak seasonal booking period.

Brokered by media agency Hearts & Science, slots will run on Heart Breakfast with Jamie Theakston and Amanda Holden and be supplemented with social media activity highlighting the various activities available to both new and returning guests.

The first phase of the campaign will be driven by a competition to win family short breaks. Listeners have to correctly guess which song Heart weekend host Zoe Hardman is singing while she’s completing challenges that showcase all Center Parcs has to offer, from zip lining over the lake to whizzing down Tropical Cyclone, an adrenaline-pumping waterslide.

Winning families will then become ‘Heart Family influencers’ and tell the hosts about the highlights of their trips. Holden, Theakston and Hardman will also discuss their personal favourite Center Parcs memories and ‘must do’ activities.

The activation will be supported by social activity across Heart’s key channels; Hardman will also document her Center Parcs experience across her own socials.

Center Parcs sales and marketing director Colin Whaley said: “Center Parcs is all about creating special family memories. Partnering with Heart to bring a little bit of the Center Parcs magic into people’s mornings is a great opportunity, and we can’t wait for our winning families to visit and make some memories of their own.”

Hearts & Science chief executive Garrett O’Reilly added: “Heart’s feel-good breakfast show reaches families when they are actually able to spend time together during busy weekdays, be that at the breakfast table or on the school run.

“We want to inspire parents to lock in more of that precious time with the people who are really important. This makes the show an ideal platform for Center Parcs, which exists to bring families together through shared experiences and adventures.

“Amplifying the campaign on social channels with high engagement will guarantee that this activation reaches families across the nation.”