Oxygen Activeplay operates indoor active play parks across the UK, offering high-energy experiences for families through trampolining, climbing, soft play and immersive activity zones. The brand is built around delivering BIG-TIME FUN, expressed through adventurous, energetic creative with a playful edge and a touch of cheeky wit.
For the 2024 May Half-Term holiday, I led the creative development and rollout of a multi-channel seasonal campaign designed to drive awareness, increase advance bookings and maximise footfall during one of the brand’s key trading periods.
The Challenge
School holidays represent a highly competitive period within the family leisure sector, with brands competing for both attention and discretionary spend. The challenge was to create a campaign that felt fresh, exciting and highly visible across every customer touchpoint, while promoting multiple park activities and offers in a clear, engaging way.
The campaign also needed to balance two seasonal themes: the unpredictability of British spring weather and growing excitement around a summer packed with major sporting events, including the Euros and Olympics.
My Role
As Senior Multimedia Designer, I was responsible for the campaign from concept through execution, including:
- Creative concept development
- Campaign messaging and copywriting
- Art direction and visual design
- Illustration and asset creation
- Print and digital artwork production
- Multi-channel rollout across physical and digital platforms
Working as the lead creative on the campaign, I ensured brand consistency while adapting the creative across multiple formats and customer journeys.
Creative Approach
The hero campaign centred around the playful headline “May the Games Begin!”, combining energetic photography from a brand photoshoot with custom illustration, expressive typography and Oxygen’s distinctive gradient colour palette.
I developed supporting copy aligned to the brand’s confident, adventurous tone of voice, helping create a campaign that felt energetic, playful and unmistakably Oxygen.
The combination of photography, illustrated themed elements and bold graphic composition created a flexible visual system that could scale seamlessly across both print and digital environments.
Campaign Rollout
The hero creative was adapted across multiple customer touchpoints, including:
- In-park posters and promotional signage
- Digital screen graphics
- Printed flyers
- Website promotional banners
- Social media content
- Email marketing assets
This ensured a consistent campaign presence across every stage of the customer journey, from initial awareness through to booking and in-park engagement.
Supporting Promotional Campaigns
Alongside the hero campaign, I also created supporting promotional assets for Oxygen’s Holiday Club, a service allowing parents to drop children off for supervised active play sessions including entertainment and food.
Using photography captured at a previous Holiday Club event, combined with campaign-specific messaging and promotional copy I developed, I produced a suite of supporting assets across social, web, print and in-park channels to communicate the offer clearly and drive bookings.
In addition, I developed creative for a promotional weekday pass product offering discounted active play sessions during school holidays.
To create a distinct identity for this product while retaining brand consistency, I used alternative poses from the same brand photoshoot as the over-arching campaign and paired them with a dedicated blue-to-pink gradient treatment. I then developed the product naming, campaign messaging and supporting illustration to reinforce the sport-inspired seasonal theme.
Outcome
The final campaign delivered a cohesive, highly adaptable creative system that supported multiple concurrent promotions while maintaining strong brand consistency across all touchpoints.
By combining campaign concepting, copywriting, design and production into a unified creative approach, the campaign successfully supported May Half-Term trading and helped strengthen Oxygen Activeplay’s visibility during a key seasonal period.