Center Parcs is taking over the Waterloo Immersion Zone at Waterloo Station as part of a high impact Outdoor campaign for the launch of its newest village, Woburn Forest in Spring 2014.
Planned and booked with JCDecaux by Walker Media and Posterscope, the campaign will run for 4 weeks, transforming the Waterloo Immersion Zone into a virtual Center Parcs village, immersing commuters in the brand.
The campaign brings Center Parcs to life at Waterloo, with eye-catching wraps along the 71 metre long Waterloo Immersion Zone walkway and multiple creatives across the 7 digital 6-sheet screens, creating awareness of the brand to a new audience. Center Parcs has also booked a double-sided banner over the main Waterloo concourse.
Sam Bird, Director of Production and Creative Solutions at JCDecaux Innovate said, ‘This is a fantastic example of a brand using digital and wraps to create a fully immersive experience that brings Woburn Forest to Waterloo Station. Passengers will feel transported to Center Parcs as they walk past images of the diverse range of activities at Center Parcs – we’ve even wrapped the ceiling with a sunny, blue sky – evoking the perfect family break. We know from Waterloo Mindset research that Waterloo reaches a distinct weekend leisure audience in addition to the affluent commuter audience during the week, making this ideally suited to Center Parcs’ brief.’
The campaign will reach over 2 million commuters every week at the UK’s busiest rail terminal.