Situation :

Founded in 1950, Club Med took a new direction: an upgrade in the quality of its vacation offerings and the expansion of numerous resorts, along with a new brand identity. The market has evolved as platform businesses have challenged the category, leading to the emergence of new premium offerings and new customized vacation and travel options.

Brief :

Promoting the new tagline "That's the Free Spirit."

Reconnecting with a unique Club Med communication style and returning to the essence of historical campaigns to reach out to a new audience and extol the values of Club Med and the merits of the All-Inclusive experience.

Objectives:

-Establish a new creative platform for Club Med.

-Internationalize the platform with "sun" and "snow" offerings.

-Elevate Club Med to become the most desirable and attractive year-round lifestyle vacation brand.

That's L'Esprit Libre :

A "creative device" is a creative framework or tool that can be used in various ways to convey the Club Med promise across a series of moments. It serves as a versatile method to emphasize the idea that Club Med is a place where people are fundamentally happy, where mental burdens disappear through the expertise of Club Med, and where relaxation and letting go are encouraged. This creative device allows for flexibility and adaptability in communicating these messages in different contexts and media.

A creative approach that places a strong emphasis on the use of voice-over, utilizing copywriting that harks back to Club Med's advertising tradition with the use of attention-grabbing phrases.

The incorporation of a sonic identity as an anthem for relaxation and letting go, a true Club Med jingle. An elegant and light narrative style that effectively conveys the Club Med state of mind.

Target:

France and Europe: High-awareness markets - Families and affluent childless millennial couples familiar with Club Med; focus on boosting brand consideration and top-of-mind awareness.

United States, Latin America, Asia: Affluent international audiences new to Club Med.

Approach:

-Create a new advertising platform that embodies Club Med's values through a fresh visual and semiotic system, highlighting the brand's new image (colors, typography, logo).

-Develop a modular system for communicating this approach across diverse channels, including print, television, digital platforms, and social media. It's designed for easy integration and adoption across all brand promotion channels, including travel agencies, CRM, and more.

-Introduce a fresh Club Med communication style rooted in insights about moments of relaxation for the new generation, resonating with both French-speaking and international audiences (with a focus on North America).

-Implement the platform across all brand touchpoints, encompassing social media, CRM, TV, print, and customer experience (CX).

The campaign began in France on September 3, 2023, with TV and cinema ads timed to coincide with the return to work and the start of the school year. It included press and digital outdoor advertising, as well as a strong presence in the Paris metro and Opera station. On September 4, it expanded to Belgium, Switzerland, the UK, and South Africa.

The campaign framework is now used daily by sales and marketing teams across various channels, including digital platforms, ensuring widespread application.

Initially, the campaign launched in April in the American markets (US, Canada), China, and Latin America. It was later introduced in Europe, starting in France on September 3, 2023, with its debut prime-time broadcast on TF1. Subsequently, it extended to other European markets, including Belgium, French-speaking Switzerland, the UK, South Africa, and Latin America.

In Europe, within the first 15 days of the campaign, the "Hero" film was viewed more than 8.3 million times. This achievement was the result of a strategic ad placement approach with premium media partners such as Le Figaro in France, Le Temps in Switzerland, and the Financial Times in the United Kingdom. This awareness campaign led to over 1.2million unique visitors in just three days and 2.5millions impressions on the Club Med website.

In the acquisition markets where the campaign has been running for a longer period, post-campaign results demonstrate excellent growth in Club Med's brand awareness. For instance, there was a notable 10-point increase in brand awareness in the United States.

In terms of reservations, there has been a significant increase for the second half of 2023: a 6% rise compared to 2022 and a remarkable 21% increase compared to 2019. Positive trends are also seen in operational