Center Parcs launches partnership with Global

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The UK’s leading short break provider Center Parcs has launched a partnership with Heart, the UK’s biggest commercial radio station, for a four-month campaign brokered by media agency Hearts & Science.

Center Parcs

The agency was tasked with boosting interest for families during the early 2023 peak seasonal booking period. 

Slots will run on Heart Breakfast with Jamie Theakston and Amanda Holden and be supplemented with social media promotion highlighting the various activities available to both new and returning guests.

The first phase of the campaign will hinge on 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 holiday destination 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. 

Amanda Holden, Jamie Theakston and Zoe 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.

Zoe Hardman will also document her Center Parcs experience across her own socials.

Colin Whaley, Sales and Marketing Director at Center Parcs, said: “Center Parcs is all about creating special family memories. 

Partnering with Heart to bring a little bit of the holiday destination’s 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.”

Garrett O’Reilly, CEO at Hearts & Science, said: “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 exciting activation reaches families across the nation.”