Moments Made Memorable

Client: Center Parcs and iProspect

With high spend in linear TV, Center Parcs wanted to ensure they were maximising their reach outside of that, by reaching new audiences through YouTube and CTV channels. Center Parcs teamed up with MiQ to ensure maximum reach and CTR across YouTube and CTV by targeting high-impact formats and applying strategic geographic targeting.

With MiQ’s Connected Audiences solution activated across both YouTube and CTV, MiQ was able to build scalable yet customisable audiences, for Center Parcs’ to reach their target audience beyond the constraints of off-the shelf segments.

Crucially, the campaign used MiQ’s TV Intelligence to identify those households with low exposure to the linear TV campaigns of both Center Parcs and its competitors to drive incremental reach and steal share of voice.

On YouTube, MiQ's API and Channel Recommender provided granular insights into top-performing content, enabling dynamic contextual optimisations.

Attention measurement pinpointed which creative elements resonated most, informing future messaging.

A custom ODR Brand Lift study demonstrated the success of the campaign: significant uplifts in brand consideration and intention to book, solidifying Center Parcs' leadership in the family holiday market. The campaign delivered a large number of unique impacts on YouTube and CTV which resulted in a highly impressive incremental reach on top of Center Parcs’ linear TV buy.