Center Parcs ● Leisure
Making the great outdoors mobile.
Center Parcs operates five holiday Villages in the UK. The Villages are set in beautiful forest surroundings, typically 400 acres in size, and provide an extensive range of sports and leisure facilities as well as fully equipped lodges and apartments.
A nature to nurture
We were tasked with creating a blog to lift Center Parcs’ whole online brand presence and experience as the current blog was dated in both layout and visual style, and didn’t reflect the progressive, active nature of the brand.
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A major issue with their existing blog was the lack of responsivity and mobile optimisation; with 80% of traffic coming from mobile devices, things needed to change. Not only did the new blog need to be intuitive, engaging and user-friendly, it had to drive brand affinity and deliver the Center Parcs story to a wider audience.
A true calling
As well as being simple to use, the blog needed a name that captured the imagination and conveyed a real sense of place. Under the Treetops felt like the perfect fit – it also felt like a name that Center Parcs could really take ownership of going forward.
It was important that there was continuity between the Under the Treetops logo and the main Center Parcs logo to ensure brand affinity. Therefore, we reflected the the lock up of the main logo and also incorporated the little flick; this small flourish is also used to temper the upper case lettering that is confident and authorative.
‘Under the Treetops’
Instead of a traditional blog, our digital team worked with the brand content and online marketing teams at Center Parcs to position ‘Under the Treetops’ as an online editorial magazine – providing users with a dynamic, intuitive interface that champions rich, social media-driven content across multiple devices.
Keeping it active and inclusive
Redeveloping the blog to fit with the active and inclusive traits of the brand had an instant impact. Content ranged from family recipe ideas to holiday tips and exciting behind-the-scenes stories, increasing views in the first month from 9,247 to 23,308, a rise of 152%. On the back of the blog project, we’ve worked with Center Parcs on a number of digital projects, providing consultancy, design and SEO services to improve their current online presence.
"Tribe has really proved its branding and design expertise with this site and we’re delighted with the increase in traffic."Amy Dickson Brand Content Manager