Center Parcs has picked Neverland to take on its creative account following a three-way competitive pitch.
The process was handled by Ingenuity+ and Neverland will be responsible for brand strategy and creative campaigns.
Sara Holt, chief marketing officer at Center Parcs, said: “Center Parcs is an incredible business with deep guest loyalty, unrivalled occupancy and an amazing story to tell. It needs a special partner.
“From the moment we met Josh [Harris, chief executive at Neverland], Jon [Forsyth, co-founder] and Simon [Massey, co-founder] they demonstrated a love of our brand that only comes from being a guest who has made lifetime family memories on our villages. They have used this to show us an enticing future. We are so excited to roll this out together to our guests and colleagues.”
The indie will begin working with Center Parcs immediately, creating a new campaign and strategy to help elevate the brand and achieve growth.
Harris added: “From the moment we met Sara and the team, we felt the energy and potential behind this special opportunity to evolve one of the UK and Ireland’s most iconic brands.
“We’re grateful for the trust, time, and care Center Parcs put into an amazing pitch process. We’re absolutely buzzing to get started.”
Neverland will be taking over from fellow independent creative shop Brothers & Sisters, which declined to repitch for the business.
Gill Huber, managing director at Ingenuity+, said: “Throughout the pitch process Neverland continuously showed its passion and commitment to Center Parcs, giving the brand a sense of what the agency would be like as a partner for the brand’s next stage of evolution.
“We appreciate the effort and time given by all the agencies that took part in the process and glad Center Parcs found its perfect partner. I look forward to seeing what this new dynamic duo can create together.”
Brothers & Sisters first won the account in 2013. Y&R London (now VML UK) later took over in 2017. The former won the account again in 2021.
The incumbent has created Center Parcs work such as “Bears”, “Family forever” and “Cherish the moment”.
