Club Med celebrates refreshed brand identity with new global campaign

Club Med has launched its new campaign focusing on emphasising its lifestyle appeal and making escapism a destination.

Titled “That’s l’Esprit Libre” and done in partnership with 180 Amsterdam, the new global campaign was created with the aim to refresh Club Med’s image and showcase its modern visual identity which was refreshed in March this year. The tagline, Club Med said, hopes to reflect its rich French heritage as well as international positioning.

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Club Med said that the campaign's modern aesthetic has fun with vacation clichés whilst addressing the social impacts of travel, complete with the use of voiceovers to playful wording which makes the advertisement light-hearted and emotive. With this, the company aims to renew and reaffirm the joie de vivre and optimism associated with the brand’s reputation.

“With our complete creative overhaul, Club Med is entering a new era aligned with our premium and lifestyle positioning,” said Quentin Briard, Club Med’s CEO of marketing, digital and technologies.

'That’s l’Esprit highlights all those times we finally feel on vacation, letting go of our everyday stresses and strains to reconnect with what really matters. Re-embracing the simple joy of small things and re-learning to be happy in the moment, the brand said in a statement. 

'That’s l’Esprit Libre ' means enjoying peace of mind and experiencing a different lifestyle that elevates and enhances the everyday.

“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,” said Jules Renault, director of Soldats Agency.

The campaign’s global media plan will cover television, cinema, the written press, and advertising boards in airports and rail stations as well as in the provinces and in the streets of Paris. It will also go digital with impactful and innovative formats on social media.

On the leadership front, Club Med recently named Valerie Loy as its new vice president of marketing in East, South Asia and Pacific.   

Loy is currently leading the marketing team in the region, leveraging on her experience as a digital and social native and employing the art and science of storytelling with a special focus on data-driven integrated and omni-channel marketing. In her new role, Loy is also focusing on new resort openings in Asia.

Loy’s priority is to elevate Club Med’s brand positioning within the premium hospitality space and to align with the company’s focus on exceptional upscale experiences in 2023.

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