Family short break provider Center Parcs has today renewed its partnership with Sky Media for a five-month sponsorship of its family-focused movie channels: Sky Cinema Family, Sky Cinema Animation, as well as for family films on Sky Showcase and Sky Max.
The partnership encompasses linear, VOD and online. The deal was brokered by media agency Hearts & Science and is designed to drive brand awareness for Center Parcs ahead of the 2023 peak holiday booking season.
Sponsorship idents for Center Parcs will run across all four Sky channels for films certified 12 and under, which will include hits such as Sonic 2, Peter Rabbit 2 and Sing 2. Over the duration of the campaign, the Center Parcs brand will reach 2.3m viewers.
The partnership will be amplified across @SkyTV and @SkyCinema social channels including YouTube, Instagram and Facebook, guaranteeing a further 1.8 million views. Brand tagging allows users to click through to Center Parcs’ website, and Sky will offer bespoke integration for social posts about the relevant films to engage parents.
Colin Whaley, Sales and Marketing Director at Center Parcs, says: “We know that families like to come together and watch films in the run up to Christmas, so this sponsorship is a great opportunity to remind them of the family time Center Parcs offers. We’re really excited to showcase Center Parcs to even more families through new creative and engaging formats.”
Garrett O’Reilly, CEO at Hearts & Science, adds: “While family time is increasingly spent across different screens, there’s still nothing better than a big Christmas movie to bring us all together on the sofa. Sky’s family-friendly movie channels are highly targeted so there’s no better streaming option for the Center Parcs brand.”
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