Club Med takes positioning higher

Global - Club Med has launched an integrated marketing drive capitalising on its existing values such as "friendliness, freedom and sharing" to create a new "true luxury brand" positioning that meets all criteria including service, space, an eye for detail and aesthetics.

"We're going back to our brand roots of warmth and enjoying a unique experience with a strong sense of freedom and choice to do anything," said Mumtaz Moiz, General Manager, Club Med Singapore of the initiative, central to which is a new brand campaign which conveys the idea that visitors to a Club Med will "experience the exceptional, live life at 200% and have the pleasure of discovery".

Physical tweakings include the debut of more suites, enhanced buffet spreads, more outdoor activities including archery and yoga sessions, and a new Spa village and nightly entertainment shows. The drive, which Moiz said is aimed at achieving the "best quality price ration possible", is targeted at upper middle class consumers -- families, corporate groups and couples.

The ‘new' Club Med is being marketed via partnerships, events, loyalty initiatives and outdoor executions. Publicis was the main partner in Europe for the rebranding, with Litt Lindden helping the company in Singapore with its marketing activities incorporating DM, brochures and advertising.