Center Parcs: Say goodbye to 'Hi De Hi'
First Center Parcs camp opened in 1987. A number of problems needed to be overcome, 'all-year-round' holidays were alien to British mentality and weather, holiday camps already existed, summer holidays and weekends away were perceived very differently. Offering everything under one roof was seen to be problematic. Agency wanted to launch this new concept into the UK holiday market and achieve 80% financial occupancy. Target was ABC1's aged 25-64. Marketed as stylish and upmarket resorts with a difference. TV used as seen to be more effective than press.