Club Med, the pioneer of the all-inclusive holiday since 1950, has today unveiled a major global brand campaign called That’s L’Esprit Libre. The new campaign focuses on those special moments when we finally feel like we’re on holiday and we let go of the stresses and strains of normal life. The various executions celebrate the simple joy of small things and relearning how to be happy in the moment, while reaffirming the joie de vivre associated with Club Med holidays.
The new global campaign, produced by the agency 180 Amsterdam, is aiming to grow brand awareness and develop desirability for Club Med, showcasing its luxury all-inclusive offering.
The campaign is Club Med’s biggest brand campaign in recent history and will be rolled out across all international markets in Europe, the Americas, Africa and Asia across the month of September. In the UK this will include an ATV campaign with Sky, activations on META, Youtube, Azerion, the Financial Times and Screen on Demand, and an outdoor digital campaign including presence at major London stations and on the new state-of-the-art giant 8k screens on the ‘Now Vista’ in London’s Outernet district, right outside Tottenham Court Road Tube station.
Nicolas Bresch, Managing Director of Club Med UK, Ireland & Nordics said, “Club Med is entering a new era with our premium positioning matching our luxury offering. The new campaign demonstrates the joy and freedom of a Club Med holiday and reminds people that we’ve got something for everyone with our unique all-inclusive offering across 70 resorts worldwide.”
The Director, Jules Renault commented, “It’s anything but a typical commercial. It’s meant to be like a celebration – playful and fun. There’s irony and attitude in the voiceover’s narration, addressing an audience that’s not gone on vacation yet.”
The new brand campaign follows the launch of a new brand identity earlier this year which included a reinterpreted logo, new colour palette and typography and the roll-out of a new website. The new brand identity has been introduced in recent resort openings and will be brought to life throughout more spaces in its resorts worldwide, with roll-out scheduled to begin at the end of 2023.
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