To increase market share during its off season, Club Med needed to reach people outside of its database.

We designed cloth napkins resembling bathing suit bottoms – one for men and one for women. We then put these napkins to use through a partnership with São Paulo and Rio de Janeiro restaurants regularly visited by our target.When people laid the napkins in their laps, it looked like they were actually wearing bathing suits, as if on a Club Med retreat.The call to action read, “Access www.clubmed.com.br and live unforgettable moments in one of our Villages.”

924 out of 12.000 people (7.7%) visited the Club Med site and purchased an off-season package.