Center Parcs' new brand signature 'Follow Your Nature'

An introspective journey to your true self.

At Center Parcs, the “real you” is the destination – the promise of a deeper connection with oneself, with loved ones, but also with nature, for all those in search of authenticity. A clear ambition to create spaces where everyone can fully find themselves, recharge and reconnect. More than a brand message, the campaign offers a rich and inspiring communication platform to enrich the customer journey.

After the success of our new brand identity in 2023, this campaign is another step in taking Center Parcs to the next level. VML has convinced us with its holistic approach, and we look forward to a long-term collaboration.

Andres Neira De Back

Marketing Director of Center Parcs Europe

Embrace your true nature in the midst of nature.

Our estates are places for experiences, whether on land or in water, with fun, relaxing and surprising activities that inspire us to explore the different facets of our personalities and create unique and authentic moments with our loved ones.

“Follow the road to you, follow your nature” is the new Center Parcs credo featured in the campaign launch film. It conveys the idea that every stay at Center Parcs is an opportunity to reconnect with your loved ones and yourself to refresh and recharge, telling the story of a woman and her family who leave their daily lives behind and head for a Center Parcs cottage. The film is a metaphorical illustration of how Center Parcs allows us to escape the hustle and bustle of everyday life and embrace our true nature.

The film is complemented by three spots featuring a variety of profiles: a group of friends, a mother and her teenager, a grandfather and his granddaughter, each creating deeper connection through Center Parcs experiences.

The films capture different states of mind, established through strategic research and consumer surveys, that reinforce the message by illustrating the many ways visitors can experience Center Parcs. They emphasize the balance between fun, rejuvenation and exploration, all inspired by the desires, expectations and emotional needs of holidaymakers – from hours spent on the Aqua Mundo slides, to discovering farm animals, to a simple evening relaxing on the terrace over a good meal.

By inspiring diverse vacation experiences, these videos are designed to resonate with a wide range of customer interests. Together, they form the foundation of the new pan-European campaign.

The campaign will be launched across Europe from January 2025. In France, it will be deployed on TV, OLV, Social and Display.

Center Parcs & VML – a natural partnership.

For the first time, Center Parcs has entrusted an agency, VML, with the task of developing and coordinating its brand communications at European level.

At a time when reconnecting with oneself, with loved ones and with nature is a vital need, we’ve imagined each Center Parcs communication as a first step towards this elsewhere full of nature and human contact.