---
title: "PIERRE & VACANCES-CENTER PARCS: Testing to Maximize Media Performance"
description: For Pierre & Vacances-Center Parcs, fifty-five designed and ran media performance-enhancement tests to boost conversions, engagement, and brand awareness.
---
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TRAVEL
# PIERRE & VACANCES-CENTER PARCS: Designing and Running Optimization Tests to Maximize Media Performance
Client
Pierre & Vacances-Center Parcs
Service
Media Consulting
Date
January 2026
Download
Key Results
Through fifty-five's thorough testing process, we identified key levers for PVCP to focus on for improved traffic, engagement, conversion rates, ROAS, and Brand Lift.
Navigation
- [CHALLENGE](https://resources.fifty-five.com/pierre-vacances-center-parcs-media-optimization#challenge)
- [Solution](https://resources.fifty-five.com/pierre-vacances-center-parcs-media-optimization#solution)
- [Results](https://resources.fifty-five.com/pierre-vacances-center-parcs-media-optimization#results)
Tools
[](https://www.mediarithmics.io/)
CHALLENGE
## Improve Conversion Rates and Brand Awareness for Target Audiences
Pierre & Vacances - Center Parcs (PVCP) aimed to improve its media activities for the Center Parcs brand in Germany. The group partnered with fifty-five to **define optimization tests** and **build a media activities-boosting learning agenda** for the brand. Our teams identified two major challenges early on:
1. **Optimizing conversion rates** among specific audiences considered “non-holiday” (favoring off-season stays) and “trialists” (new visitors).
2. **Managing consideration and brand awareness** **levels** among so-called “abroad” customers (in this case, living in Germany and vacationing in the Netherlands).
Solution
## Identifying and Running High-Impact Strategic Tests
fifty-five supported Center Parcs Germany’s SEA and Online Media teams by intervening at several levels:
- **Workshop organization** - leading four working sessions with stakeholders to clarify challenges and formulate the most relevant strategic test proposals (incrementality, A/B testing, etc.).
- **Test prioritization and scoping** - identifying and ranking tests based on business impact, complexity, and value.
- **Test design** - developing five high strategic and tactical impact tests, including one dedicated to the latest Google SEA feature, Generic AI Max.
Results
## Clear, Actionable Insights to Maximize Media Performance
At the end of this project, PVCP and fifty-five **identified several key levers to optimize media performance**:
- Brand Lift,
- Search non-customer acquisition,
- Search Lift,
- Social creative A/B testing,
and AI Max.
These levers proved to be the most promising for **improving traffic, engagement, conversion rates, ROAS, and Brand Lift** for Center Parcs Germany.
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### [HUGO BOSS: Achieving Up to 22% More Conversions with a Continuous CRO Strategy](https://resources.fifty-five.com/cs-hugo-boss?hsLang=en)
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### [CLAUDIE PIERLOT: Boosting Conversions by 120% with an Ongoing Performance Max Strategy](https://resources.fifty-five.com/cs-claudie-pierlot?hsLang=en)
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