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With Onward, the first of the year’s two Pixar films, entering cinemas on Friday, this month we focus on a brand that has had great success using cinema to efficiently engage a family audience.
After re-evaluating its media strategy, Center Parcs discovered its advertising had the greatest impact on parents when seen in co-viewing moments with the whole family. In the now fragmented media landscape, Center Parcs understood cinema’s continued strength in providing a shared family experience - an ideal moment for the popular holiday resort to tap into. This opportunity led the brand to increase its presence on the big screen, moving to an ‘always-on’ approach by combining efficient Family AGPs with effective family-focusing blockbusters. This shift in strategy achieved some significant results.
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