Resort brand Club Mediterranee has launched its new global brand campaign as the brand repositions itself in the upscale market.
The campaign, running in 22 languages, will launch in phases across 47 countries. Regionally, it is set to run in Singapore, China, Hong Kong, Korea, Japan, India, Malaysia, Thailand and Taiwan for over a year.
Targeting the general public, the Club Med campaign runs with three taglines in different markets: “What’s your idea of Happiness?”, “More happiness than you can imagine” and “Where will your imagination take you?”
According to Shen Qin, VP, sales & marketing East & South Asia and Pacific, Club Med, the three different taglines are based on differing consumer insights for the various regions.
“In a mature market like France, the idea of “What’s your idea of Happiness?” is very strong and so we brought the idea of happiness into a question and opened it up. We also know that in Asia not everyone wants to be asked when they hear from a brand so the brand needs to make a statement and so we used “More happiness than you can imagine”,” she said.
The campaign was created by Saatchi & Saatchi + Duke and is promoted through traditional media such as print and OOH as well as digital.
In Singapore, all media buys are handled internally while the PR agency in charge was Word of Mouth Communications.
Club Med’s regional plans
Asia Pacific is a key area for the hotel chain’s business. By 2015, it hopes to make China its second biggest market with five resorts in total.
In September this year, Club Med is opening its latest resort in Guilin, China.
Qin added that in Asia, particularly Singapore the brand has achieved high awareness and positive brand perception and is known to be “inspirational and a premium brand achieving its prior purpose of entering into a premium brand market segment.”