iProspect Wins Center Parcs UK and Ireland Media Business

iProspect, a dentsu company, today announced it has been named the UK and Ireland media agency for Center Parcs, the short-break family holiday company. The decision followed a competitive pitch process, with the contract starting in May.

Center Parcs previously worked with multiple agencies but was won over by iProspect’s scale and expertise across media strategy, planning and activation.

The media agency’s sophisticated audience mapping and planning tools and deep understanding of experimentation and measurement across media impressed the holiday company, with five sites across the UK and one in Ireland.

“With 97% occupancy levels, Center Parcs is a hugely successful brand,” said Heidi Kenyon-Smith, client managing director at iProspect. “The challenge is building on that, attracting new customers and building loyalty with existing ones. This is where our audience-centric approach comes into its own. Through our sophisticated approach to media, we were able to show how we can increase meaningful engagement with new and existing customers.”

iProspect will be responsible for all media planning and buying in the UK and Ireland. This brings areas previously overseen by three agencies under the iProspect banner.

“We are constantly looking for ways to provide customers with the best possible experience,” said Colin Whaley, chief sales and marketing officer, Center Parcs. “iProspect was able to demonstrate its data expertise and how it would put our audience at the heart of its approach. We are looking forward to working together and leveraging the entire dentsu network to take our media capabilities to the next level.”