Let’s take a walk through the park
In a rapidly consolidating leisure and holiday park market, EuroParcs, one of the major contenders in the race to become the biggest and the best, asked DAY to help define and introduce a new winning brand and park experience vision that would inspire and focus their people and accelerate growth.
EuroParcs is growing by renovating existing parks, acquiring parks, developing new parks and through internationalisation. To enhance this ‘buy and build’ strategy, they needed a clear vision of which target group they could be relevant to, which experience they should create with their parks and how they could stand out from the competition.
To get answers to these existential questions, DAY helped EuroParcs create a vision on brand, space and experience with the aim of making the EuroParcs brand and the holiday park experience more remarkable and memorable.
‘If not now, then when?’
The vision on brand, space and experience consisted of three parts:
1. Strategy: sharpening the business strategy by initiating and analysing market research and defining EuroParcs’ unique value proposition of the most diverse holiday park offering. Translating this into a distinctive brand positioning and helping to define organisational alignment and short- and long-term business models.
2. Design principles: defining the design principles to bring EuroParcs’ distinctive leisure and holiday park experience to life. Visualising different park concepts, area designs, accommodation types and hospitality experiences. Showing how these principles contribute to a more enjoyable and satisfying stay for the customer.
3. Brand book: creating a brand book for internal communication purposes so that everyone in the organisation gets the same information, understands what EuroParcs wants to achieve strategically and what physical customer experience it wants to create with its design principles. The purpose of the Brand Book is further to inspire, share ambitions and involve the organisation in the pursuit of more efficient and faster growth.