X-Leisure sought the help of MADISONSOHO to develop a summer campaign to run across all of their three XSCAPE leisure destinations in the UK. The ‘Ultimate Package Holiday’ identity was developed, which encompassed a three week in-centre event-led campaign, encouraging consumers to use the leisure destinations over the summer holidays. The incentre beaches, which each had its very own mock-fuselage, conveyor belt and events programme, were promoted via various media platforms, with an emphasis on digital and print. In addition to this, MADISONSOHO developed a bespoke electronic ‘check-in’ system, to capture visitor details, resulting in each centre growing a large database for future communications.