PIERRE & VACANCES-CENTER PARCS: Designing and Running Optimization Tests to Maximize Media Performance

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).
   
   

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.

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.