Universal McCann Central lands £2m media strategy

COMMUNICATIONS agency Universal McCann Central has been appointed by Park Resorts, the holiday park operator with the largest number of UK Parks, to develop and deliver a £2m media strategy.

The pitch was run over the summer with Universal McCann Central beating London-based Manning Gottlieb OMD at the final pitch stage.

Park Resorts, based in Hemel Hempstead, has 39 parks across the UK, having recently taken over management of parks at Southview in Skegness and Manor Park in Norfolk.

The media budget will cover Park Resorts’ Tariff & Touring and Caravan Sales activity on an ongoing basis, with work having started in August. Yucca will continue to handle the company’s search activity.

Kevin Murphy, managing director of Universal McCann Central, said: “We are obviously delighted to have beaten off such strong competition to get the chance to work with a brand like Park Resorts.

“They are going from strength to strength and we are already well underway with the challenge of building upon their successes. It is a testament to the quality of Universal McCann Central’s integrated media proposition that we can be appointed by a leading brand in its field.”

The pitch was run on the client side by Andy Edge, sales and marketing director at Park Resorts.

He said: “After a very successful few years we wanted to find an agency that could help us move up to the next level. UM showed a real passion for our business and clearly demonstrated the integrated media offering that we were looking for.”

McCann Erickson  recently won a contract to promote the pleasures of campaing from Coventry-based The Camping and Caravanning CLub.