Dorset-based holiday park operator, Waterside Holiday Group has marked its 60th anniversary this year by announcing a full rebrand.

The company has reinvigorated its brand assets and introduced new names for the business and individual parks across Dorset and Cornwall – with the aim of strengthening each park’s connection to the brand and its association with five-star quality standards.

Now known solely as ‘Waterside’, the brand has refreshed park names to reflect each unique location. Its parks located at Osmington Mills and Portland Road in Weymouth are now officially known as ‘Osmington Mills Lodge Park’ and ‘Chesil Beach Holiday Park’. The brand’s first ever park, ‘Waterside Holiday Park & Spa’ will pay tribute to the area’s signature coastline with its new reference, ‘Bowleaze Cove Holiday Park & Spa’.

Dave Bennett, CEO at Waterside Holiday Group commented: “The Jacobs family has taken the Waterside brand from strength to strength since Ralph and Esther Jacobs founded the business in Weymouth in 1963. Our Dorset parks have evolved over time through ongoing investment, allowing us to offer the very best of the county to our guests.

“Each park gives something unique to visitors, while all reflect Waterside’s strong values as a family-owned business. Our rebrand aims to reinforce the connection between our parks and the Waterside brand, providing a mark of assurance that Waterside’s values are captured across every location. What’s more, the rebrand will set us up for future growth as we entice new customers and strengthen existing customer perceptions with our refreshed image. Such growth will allow us to invest further in our parks, our teams, and our local communities in the future.”

Sisters Miranda, Olivia, and Claire Jacobs have been running the business alongside their mother, Judith since 2015 and will continue the legacy of their father and grandparents through the reinvigorated Waterside brand. The company’s organisational structure and operations will also remain unchanged.

Dave Bennett continued: “We recognise that many of our guests and members of the local community have built meaningful connections with our parks. We want to assure everyone that we have no intention of straying from the values Ralph and Esther Jacobs instilled in Waterside 60 years ago. These values are the foundation of our success, and our people have been instrumental in driving them forwards.

“Our rebrand marks an evolutionary phase for Waterside, and we are looking forward to the positive opportunities it will bring in the coming years.”

Waterside has launched a refreshed website with a new look and feel as part of its rebrand, as well as new logos, typography, and visual assets. These include updated photography from across its Dorset and Cornwall sites.

For more information about Waterside, visit https://www.watersideholidaygroup.co.uk/.