Club Med unveils new global brand campaign amid 'new era'

Club Med unveils new global brand campaign amid 'new era'

New brand campaign follows the launch of its new brand identity earlier this year

French operator Club Med has unveiled a new 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”. 

Produced by agency 180 Amsterdam, the luxury all-inclusive holiday provider hopes to grow brand awareness and develop “desirability for Club Med”, showcasing its offerings.

It’s Club Med’s biggest brand campaign in years and will be rolled out across all international markets in Europe, the Americas, Africa and Asia throughout September.

In the UK, it will include an ATV campaign with Sky, activations on META, Youtube, Azerion, the Financial Times and Screen on Demand, as well an outdoor digital campaign which will have presence at major London stations and on new “state-of-the-art” 8k screens outside Tottenham Court Road Tube station. 

Jules Renault, director of the campaign, added: “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.

Club Med's 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.

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.”