Video production brand film
The phrase ‘static caravan park’ does little to excite the imagination – TV shows from My Name is Earl to Sex Education have created an image of cheap, tawdry sites where no-one wants to spend time. However, the reality is quite different. A modern static caravan is a significant investment, and holiday lodges include a range of luxuries such as bifold doors, verandas and hot-tubs.
For Park Leisure the challenge was to create positioning and series of films to sell their holiday parks to high-net worth customers.
Client
Park Leisure
Industry
Travel & Leisure
What We Did
- Brand development
- Copywriting
- Creative strategy
- Live-action filming
- Motion design
- Music composition
- Storyboarding
- Video production
- Voiceover production
Brand film:
Defining the scope
From the brief, it was clear that Park Leisure were a business with ambition. They owned ten 5-star holiday parks in beautiful parts of the UK from North Wales to Cornwall, the Ribble Valley to the Malvern Hills. Each had a distinct regional personality and while some sites had already benefited from investment and modernisation, with spas and restaurants, others were earlier in the brand journey and needed the business to continue growing to move forward. Despite this disparity it was important to reflect the whole Park Leisure through a consistent brand promise and coherent creative strategy.
Targeting the message
Park Leisure defined their ideal customer as someone looking for a weekend holiday destination, not more than an hour or two’s drive at the end of a working week. A defining aspect of these potential customers was ownership. They were homeowners, lived in houses with premium appliances and furnishings, bought luxury cars and brand-name clothing. These potential customers had disposable income and expected home-from-home luxury.
Creative Strategy
Our creative strategy for Park Leisure was grounded in insight, here’s how we approached it:
1. Research & Strategic Discovery
We conducted extensive fieldwork to uncover the brand’s true value:
-
Visited multiple holiday parks to observe the customer experience firsthand
-
Interviewed both staff and current owners to understand perceptions and expectations
-
Identified a recurring theme: a desire for a more refined, exclusive holiday home experience
This led to the development of the brand promise: “Premium Luxury”
2. Defining the Creative Strategy
To translate the brand promise of Premium Luxury into a compelling customer-facing idea, we developed the creative platform:
‘Your Park Leisure’, a simple yet strategically rich concept that anchored all brand communications.
This platform redefined how Park Leisure connected with its audience by:
- Reinforcing the Emotional Value of Ownership: Buying a holiday home is not just a transaction, it’s an emotional decision linked to lifestyle, family, freedom, and belonging. Our strategy highlighted this emotional return on investment. Every asset reinforced the positioning; language and visuals evoked calm, exclusivity, and a sense of ownership, with “Your” making the brand feel personal and inviting.
- Repositioning the Brand: The strategy elevated Park Leisure from a traditional holiday park operator to a premium lifestyle brand.‘Your Park Leisure’ reframed the experience as a long-term investment in quality of life, aligned with the expectations of a high-net-worth audience.
3.Strategic Impact
Originally developed for the company website, the brand film exceeded expectations:
-
Repurposed for TV advertising
-
Supported broader campaigns with a cohesive emotional tone
-
Still in use six years later, evidence of the strategy’s strength, clarity, and longevity
Creating the visual identity
While key to the brief was a live-action shoot to create a brand film and 10 individual park films, we felt it important to develop a graphic property to own the content. Our Design team worked on a illustrative effect that would add an extra element to filmed and photographed content. This element was thing that made an moment into a memorable experience: the sensation of hitting the water after perfect dive, the serenity found paddleboarding or looking at stunning landscape.
Compelling narrative
For the brand film we shot a series of vignettes, scenes that captured these moment and presented with a single line of copy beginning with the word ‘your’ in same illustrative style as the property. This reinforced potential customers ability to own this experience for themselves.
production management
Filming for all 11 films took place over several weeks. While the British weather was a constant challenge, the Content Creatures’ production team managed the process and ensured that the creative team were able to deliver a series of bright, premium films which showcased the best of each park.