Club Med steps up global activity

Holiday specialist Club Med has developed a global brand campaign based on the strapline “Where will your imagination take you?” as it seeks to take more of the upmarket holiday customer base.

club med
Club Med looks to grow market share in upmarket all-inclusive sector

The campaign will roll out across 40 countries including the UK and embrace digital outdoor, online and national newspaper supplement advertising.

The company’s revenues increased in 2012, which it attributes to strong positioning in the “upscale market” and in its annual report in December it said: “Club Med is positioned to capture growth in the market of all-inclusive upscale vacation packages in order to get by the end of 2015 one in three customers to come from fast-developing economies.”

The global campaign encourages consumers to actively visualise and seek the “holiday of their imagination” and showcases worldwide Club Med resorts ranging from winter sun destinations to summer sun resorts and ski villages with a focus on the premium all-inclusive nature of the offering. Other operators targeting a similar audience include Kuoni and Mark Warner Holidays.

The outdoor advertising campaign in the UK is targeting commuters with digital escalator panels at key rail stations including Euston, Liverpool Street, Paddington and Waterloo stations. The imagery is designed to showcase the Club Med holiday experience.

The holiday company has also taken outdoor space at the Cromwell Road Gateway targeting road users into and out of London. The campaign will be complemented by space at Euston Gateway on the space adjacent to the departure board at the station. This will feature both family sunshine holiday and skiing images and again inviting commuters to visualise the holiday of their imagination. 

Print activity includes national press supplements and luxury travel and lifestyle magazines, as well as an online campaign which includes luxury, lifestyle, family and parenting sites and directs consumers to a dedicated microsite.  The campaign will also be supported by direct mail and PR messages.

The campaign has been created by Saatchi & Saatchi Paris and the media strategy developed by MediaCom.

 Estelle Giraudeau, marketing manager Club Med UK, says: “We are very excited about the new brand campaign which launches later this month in the UK and rolls out globally.  We are particularly delighted with the outdoor campaign which really showcases our stunning resorts and we are pleased to be returning to print advertising for the first time since 2006.

Club Med launched in 1950 and has more than 80 worldwide resorts and plans to open two new sites this year – Club Med Belek in Turkey in summer 2013 and Club Med Guilin in China later in the year.

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