GoPro tests the bounds of authentic storytelling with global Club Med partnership 

Club Med has renewed its partnership with action camera brand GoPro. The strategic collaboration, known as GoPro Trident Crew, aims to unite a group of creative content creators to showcase extraordinary experiences at Club Med resorts across East and South Asia Pacific while forging a close-knit community of GoPro enthusiasts. 

An inaugural kick-off event to mark the start of this stand-out partnership was held at Club Med Kani, Maldives earlier this year, setting into motion a slew of branded events, thematic weeks and workshops hosted at various scenic destinations where Club Med resorts are located at. 

For the event, a total of 11 content creators from Malaysia, Thailand, Japan, China, Spain and Austria were hosted for four days of fun. During the event, the GoPro Trident Crew participated in various activities co-hosted by Club Med and GoPro to indulge in the exploration of Maldives’ breathtaking scenery. Workshops and camera tips were facilitated by GoPro experts so that participants could share their knowledge and new-found skills with their followers as well as encourage collaboration with fellow content creators.

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The GoPro Trident Crew aims to bring to life the shared brand essence of both Club Med and GoPro by redefining authentic storytelling while encouraging travel and unique experiences.

“We are incredibly excited to embark on the second phase of our partnership with GoPro. The success of our recent kick-off event in Club Med Kani reinforces the strong foundation, further propelling meaningful conversations through inspiring destination content create,” said Ms. Valerie Loy, vice president of Club Med in ESAP markets.

Rick Loughery, GoPro’s vice president of global marketing and communications, added on by saying: “We are thrilled to resume our Club Med partnership with the launch of the GoPro Trident Crew. We cannot wait to see what amazing stories will be created from this partnership.”

This renewed partnership follows shortly after Club Med refreshed its brand image with a global campaign. The campaign focused on emphasising the brand’s lifestyle appeal and making escapism a destination.

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. With this, the company aims to renew and reaffirm the joie de vivre and optimism associated with the brand’s reputation.

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