Holiday firm Centre Parcs has embarked on its first live Twitter Story campaign, in partnership with agency Jaywing as part of an expansion of its social media strategy.
Following a competitive pitch, Center Parcs appointed marketing specialist Jaywing as its lead social media and CRM agency.
The partnership will see the agency create and activate Center Parcs’ marketing activity across the brand’s social channels. Jaywing will also take a data-driven approach to assessing Center Parcs’ overall customer contact strategy; covering CRM, social, website and app. This will inform a new integrated strategy, designed to effectively communicate with guests at all points along the customer journey.
As Center Parcs look to extend its recently launched ‘imaginative play’ proposition, Jaywing will be responsible for creating engaging content across social channels that will spark imaginations while showcasing Center Parcs experiences. As part of this campaign, Jaywing will launch Center Parcs’ first live Twitter story (#YouTellTheStory) on February 1st, taking place @CenterParcsUK and featuring interactive stories.
To commence the online activation, including PR and social data and insight from newly acquired Jaywing agency Bloom, a social ‘deep-dive’ will provide outputs to inform strategic recommendations. Bloggers are also being recruited to boost outreach of the content on behalf of the short break holiday brand.
The Twitter activation follows a live Q&A forum on the platform, which took place in January, with child psychologist Dr Sam Wass on the importance of children having enough unstructured, free time.
Colin Whaley, Sales & Marketing Director, Center Parcs, said: “We’re delighted to have Jaywing on board, who clearly understand the ambition of our brand, how to inspire and engage our customers and further bring the new proposition to life.”
Rob Shaw, CEO Jaywing comments: “We’re truly delighted to bring together a broad range of social, data and PR experts to work collaboratively on the Center Parcs brand, to help further integrate and bring to life the magic of the Center Parcs experience. It’s fantastic for us to partner with a brand that understands the important role that data and creativity can play to inform and impact upon the entire customer experience.”
— Sherwood Forest (@CP_UK_Sherwood) January 25, 2017