The Creative & Digital Agency

CLIENT

Parkdean Resorts

SECTOR

Leisure & Tourism

SERVICES

Internal Communications, Branding, Digital Design & Development, Employee Engagement, Campaign Creation, Ongoing Creative Retainer

Parkdean Resorts is the UK’s leading holiday park operator, with 66 parks and thousands of team members delivering brilliant getaways for millions of customers each year. Blumilk has worked with Parkdean Resorts on a retained basis over the past few years, supporting their internal communications and employee engagement strategy through creative design, strategic messaging, and digital development.

 

The Challenge

As a major national employer, Parkdean Resorts needed to better connect, motivate, and inspire their diverse workforce. With roles ranging from front-of-house to leadership, the company wanted to show every employee that a rewarding long-term career path was possible. The internal comms team approached Blumilk to help create a centralised platform and campaign that could communicate progression clearly and engagingly, while boosting a sense of belonging, value, and ambition across the business.

Our Approach

Creating ‘Thrive’
Blumilk developed a new internal mini-brand called Thrive, a name we chose to reflect the organisation’s commitment to helping team members grow personally and professionally. Designed to stand apart from, but align with, the main Parkdean brand, Thrive became the heart of Parkdean’s internal career communications.

Building the Platform
We designed and built a bespoke digital platform where employees could explore roles, progression routes, and development opportunities. Colourful, intuitive, and filled with practical information, the Thrive portal helped demystify internal career paths, from seasonal team members to general managers, and beyond.

Mapping the Journey
At the heart of the Thrive initiative was a beautifully illustrated Career Pathway Map, showing visual routes across different departments and leadership roles. This storytelling-led approach helped employees see the bigger picture, and their own future place within it.

Rolling Out Across the Business
Blumilk rolled Thrive out through a coordinated campaign including video screens, printed brochures, office installations, uniforms, event graphics, and on-park signage. We created everything from digital touchpoints and branded toolkits to pop-up displays for onboarding sessions, helping embed the initiative company-wide.

Ongoing Support
As part of our creative retainer, we continue to support Parkdean Resorts’ internal comms team with fresh campaigns, content, and design, ensuring Thrive evolves in line with the business and continues to make a difference across teams.

The Impact

Thrive has become more than just an initiative, it’s now a recognised and respected part of life at Parkdean Resorts. From the central support office to holiday parks around the UK, team members are more aware of opportunities, more engaged with their future, and more connected to the wider company mission.

By creating a strong internal brand, clear communications, and an inspiring platform for growth, Blumilk helped Parkdean Resorts put people first and build a brighter future for every member of the team.

Related Work
Back to all work

Parkdean Resorts

Bamburgh Castle

The Alnwick Garden

View All