In pictures: Center Parcs takes over Waterloo with virtual activation

Holiday villages operator Center Parcs is demonstrating its range of outdoor activities at London's Waterloo railway station this week in a digital-focused experiential activation.

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The activity, which launched yesterday (9 June), will continue until Friday 13 June and features Oculus Rift technology. It is being used to deliver a 360-degree experience for commuters, who will be invited to use a headset and be transported to the zip wire and high ropes course through virtual reality footage filmed at Woburn Forest in Bedfordshire, Center Parcs’ fifth UK village which has recently opened.

A second experiential zone at the station highlights Center Parcs’ archery experience by using physical bows which individuals can use to fire virtual arrows on to screens. The top-scoring participant at the end of the week will be awarded £1,000 worth of vouchers.

The company is also displaying consumer-generated tweets and photos on the station’s 40-metre-wide indoor advertising screen, Motion@Waterloo, as part of a competition to win a £2,000 family break to Center Parcs.

Center Parcs has been working with Walker Media, Posterscope, Ps Live, Brothers&Sisters and JCDecaux on the activity.

Chris Dowse, media planning executive at Center Parcs UK, told Event London is quite a new market to the company. "Not many people here know about Center Parcs. We wanted to do something that would bring it to life in a busy commuter environment like Waterloo station. We have more than 200 different activities, most of which are not suited to a railway station, so we needed something that would bring it all to life in the most enjoyable and fun experience as possible.

"This is a big first for Center Parcs, in terms of the activity's size and scale. When this is all done we will take a good look and see what we can take away from it."

Michael Brown, managing director of Ps Live, added: "For us, the appeal was the combination capabilities here, especially with the station having the biggest digital screen in Europe. It makes the whole experience a statement so that you could bring in the digital elements but also have tactile, experiential activity going on as well. Everything was linked up seamlessly.

"This is is our first time working with Center Parcs and this is where the brand should be, because Center Parcs is a total brand experience."

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