The consultancy has designed the brochures every year since 2004, and was appointed for the 2012 brochure without a pitch.
The project involves creating a different brochure style each year, including all art and photography direction, copywriting and tone of voice.
Television and direct mail advertising campaigns and other marketing collateral will all take their cue from the look and feel of the brochures.
Haven’s brand guidelines and logo were created by a different, London-based consultancy about ten years ago.
Woods Creative art director George Scarlett says, ‘We’re always trying to keep ahead. We do a lot of research over the year into the psychology and profile of holiday-makers and try to move with the audience.’
This year, Scarlett says they will move towards a ‘more realistic’ look and feel, aiming to reflect the growing popularity of ‘staycations’ by emphasising Haven’s locations on the British coast.
Scarlett adds, ‘We have to develop the product and keep it relevant for the UK market – the keyline is that it is parks on the seaside. The coast is a massive sell.’
It is hoped the 2012 brochure will be completed by September, to launch in December this year. Pictured is Woods Creative’s 2011 design.