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How Villages Nature Paris boosted bookings with programmatic DOOH

village nature dooh campaign with vistar media

Industry

Travel & Tourism

Challenge

Villages Nature Paris (Center Parcs) wanted to boost bookings for holidays for the first half of 2026 among families. The challenge was to stand out during the crucial January period by targeting parents aged 25-49, while also taking advantage of local news (renovations and the opening of a new area at Disneyland Paris).

Results

The campaign generated a massive impact at the bottom of the conversion funnel, with a +92% increase in purchase intent and +63% in booking consideration, proving the effectiveness of programmatic DOOH in transforming visibility into concrete action.

Key Product

Demand-Side Platform (DSP)

www.centerparcs.fr/
+92%
increase in purchase intent
+87%
lift in brand preference vs. competitors
village nature dooh campaign with vistar media

Village Nature

Villages Nature Paris is a flagship Center Parcs destination located on the outskirts of Paris. To optimize its performance during the strategic early-year booking period, the brand collaborated with Dentsu and Vistar Media to deploy a highly targeted programmatic DOOH (pDOOH) campaign, combining precise audience data and premium inventory.

The challenge

In a highly saturated tourism market, Villages Nature Paris needed to capture the attention of families during the critical January peak booking window. 

The challenge was threefold: 

  • Differentiating the brand from fierce competition
  • Reaching a specific demographic of parents (aged 25-49) within their daily routines
  • Converting high-level awareness into direct bookings for the first half of 2026

With the strategic opportunity presented by the upcoming opening of the Frozen-themed land at Disneyland Paris nearby, the brand had to position itself as the perfect complementary stay for visitors.

The response

To meet these objectives, the campaign leveraged a sophisticated pDOOH strategy focused on data-driven precision:

  • Audience-First Targeting: Utilizing Adsquare and Experian data, the campaign specifically identified and reached "Aspiring Families" and parents within their everyday environments, ensuring the budget was spent only on high-value prospects.
  • Strategic Inventory Selection: The campaign activated 326 premium screens across high-traffic transport hubs (including major Parisian train stations like Gare du Nord and Saint-Lazare) and urban furniture. This multi-environment approach ensured consistent brand frequency during the commute and daily activities of the target audience.
  • Geographic Dominance: While maintaining a heavy presence in the Île-de-France region (generating over 6.7M impressions), the strategy also extended to major regional hubs such as Lille, Lyon, Marseille, and Nice to capture national demand.

The results

The effectiveness of the campaign was validated through a comprehensive Toluna brand lift study, which highlighted exceptional growth across all key brand health metrics:

  • Driving Action: The campaign was remarkably successful at moving consumers through the purchase funnel, resulting in a +92% lift in purchase intent and a 63% increase in reservation consideration.
  • Market Leadership: Villages Nature Paris saw its brand health strengthen significantly, with an 87% increase in brand preference over industry competitors and a 48% rise in recommendation intent.
  • Future Impact: The resonance of the campaign was clear, with nearly one-third of exposed consumers stating they were likely to book a stay within the next six months.

By combining the flexibility of programmatic buying with high-impact creative placements, Villages Nature Paris successfully turned seasonal demand into measurable business growth.