Club Med redefines the art of free time with new platform

Club Med has unveiled its new brand platform, "The art of free time," marking a deliberate departure from the hyper-productivity and constant connectivity of modern life.

Reconnecting with the brand's founding promise of "Happiness here and now," the campaign reinterprets Club Med's historical "Free spirit" ethos into a modern vision focused on complete freedom of choice.

Positioned as a new expression of luxury, the platform champions the freedom to customise every stay—whether guests choose to fill their days with activities, relax completely, or simply unplug to reconnect with themselves without guilt.

The campaign is designed for modern travelers across generations who value meaningful experiences over material possessions. It speaks to premium leisure seekers including families, couples, and professionals who want freedom of choice, authentic connection, and the luxury of reclaiming their time.

The initiative comes in response to growing digital fatigue and burnout. Citing a recent global survey of nearly 39,000 respondents across 39 countries, Club Med highlighted that 38% of people value enjoyment but feel they do not experience enough of it in their daily lives.

"The art of free time" aims to address this disconnect by encouraging travelers to step away from schedules, notifications, and screen time to fully engage in the present moment.

By reframing luxury around time and personal freedom rather than material abundance, the campaign reinforces Club Med's positioning as a global lifestyle hospitality brand with a distinct point of view in an increasingly crowded travel market.

The campaign launched globally in September 2026 and will continue through 2027, with localised activations across markets to sustain visibility and engagement.

For Hong Kong, the launch plan is across outdoor media, digital channels, and offline activations. In early September, it partnered with HKIA T2 to showcase the new branding videos at their check‑in area. The brand is also planning offline activations to engage with the community and clients in Q4 and in Q1 of 2027.

"The Art of Free Time is built on the belief that in a world that constantly encourages us to do more, free time has become one of life's greatest luxuries. Since its inception, Club Med has championed a different way of experiencing that time, one defined by freedom, connection, and discovery," said Armelle Vimont-Laurent, global director of digital marketing, brand and product, Club Med.

"This campaign is a modern expression of that enduring spirit, reimagined for today's traveler. It reflects the cultural strength of the Club Med brand, its enduring relevance across generations and markets, and the strategic role it will play in our next chapter of growth," Vimont-Laurent added. 

This comes after Club Med appointed FABCOM as its media agency across the APAC region, following a pitch earlier this year.

Under the partnership, FABCOM will oversee media buying and planning duties across 14 APAC markets, including Hong Kong, Singapore, Malaysia, Thailand, Indonesia, India, Vietnam, the Philippines, Brunei, Taiwan, Japan, South Korea, Australia, and New Zealand.

The appointment comes as Club Med continues to lean into sports and active wellness as a core pillar of its holiday offerings. The brand currently offers more than 60 land and water sports worldwide across its resorts.

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