Birmingham-based Universal McCann Central has been appointed by holiday park company Park Resorts to develop and deliver a £2m media strategy.

The media buying sister arm of McCann Erickson Birmingham was appointed after beating London agency Manning Gottlieb OMD at the final pitch stage run by AAR.

Hemel Hempstead-based Park Resorts has 39 parks across the UK. The media budget will cover its Tariff & Touring and Caravan Sales activity on an ongoing basis.

Kevin Murphy, managing director of Universal McCann Central, said: “We are obviously delighted to have beaten off such strong competition to get the chance to work with a brand like Park Resorts.

"They are going from strength to strength and we are already well underway with the challenge of building upon their successes."

The pitch was run on the client side by Andy Edge, sales and marketing director at Park Resorts who has appeared in Channel Four’s Undercover Boss.

He said: "After a very successful few years we wanted to find an agency that could help us move up to the next level."

Yucca will continue to handle the company’s search activity.