Center Parcs has launched an advertising campaign to mark its new 'Family Forever' brand positioning that focuses on helping keep families together forever by creating everlasting memories. 

The campaign is the brand’s latest work from creative agency Brothers & Sisters and launches today (19 December), with a TV commercial going live on Christmas Eve. The work signals a return to a brand building approach for the business, celebrating the role its six destinations throughout the UK and Ireland play in helping families create memories across generations. 

The TVC, which will also air in cinemas, consists of two creatives showing inter-generational families sharing the same family bonding experiences at Center Parcs through the decades. It is supported by wider media including VOD, OOH and digital. 

In the TV executions the children grow up to be their parents' age and grandchildren make an appearance, driving the message that moments made at Center Parcs last a lifetime and the experience is something to share with the generations that follow. The music across all assets  is Tom Odell’s Grow Old with Me.

The assets in digital, social and OOH focus on the different product experiences that can be enjoyed in the villages and that bond the family together.

Matt Charlton, CEO of Brothers & Sisters, said: “Family Forever is a big idea which reflects Center Parcs’ unique relationship with families coming together time and again over generations, and the passage of time.”

Colin Whaley, Center Parcs UK & Ireland sales and marketing director, said: “Center Parcs is a great place to be as a family, creating memories and shared experiences as they grow together through the years. Many of our guests come back year after year and have grown up with Center Parcs as part of their family life, that’s what we want to celebrate in this campaign.”