Club Med – the original all-inclusive resort company with more than 78 resorts worldwide – launches a new global campaign surrounding “happiness,” a philosophy that’s been in the brand’s DNA for the past 60 years. The campaign is launching in 47 countries around the world in 22 languages, including the U.S. This breakthrough campaign highlights the uniqueness of Club Med vacations through a modern, surprising and participative approach that differentiates the brand from the market. The campaign is brought to life through 16 visual metaphors and invites everyone to imagine their own happiness through a new tagline – “And What’s Your Idea of Happiness?”
The main creative consists of 16 visuals whose dreamlike dimension harnesses the power of imagination, enabling Club Med to communicate the intensity of the sensations and emotions that guests will experience. The tagline invites people to ponder their own, more modern and participative idea of happiness, which has evolved with society and the coming of the digital age. Additionally, the campaign highlights Club Med’s specific and indisputable strengths in the variety of activities offered within the “all inclusive” concept, and shared moments through special occasions with family and friends.
“Today, happiness is participative – everyone must be able to give their own vision, their own idea of happiness,” said Jerome Hiquet , CMO of Club Med North America.” This creative approach enables Club Med to update all the values that form the brand’s DNA, while helping guests to fulfill their own ideas of happiness through a unique Club Med vacation and experience.”
The new campaign launches in the U.S. through a multiphase 360 degree disruptive approach via advertising outlets including large building scapes, digital displays in airports, magazine ads, experiential events in partnership with Shape, Self and Family Fun magazines and travel agencies. The brand is also engaging valuable customer communities by revealing the campaign through fresh tactics from media blitzes in key markets to intimate events for top clients and brand ambassadors. As the campaign asks the question, “And What’s Your Idea of Happiness?”, Club Med is inviting guests and fans to share their ideas of happiness and see what other have shared on our wall of happiness www.IdeaOfHappiness.com. The campaign will additionally be brought to life through social media initiatives increasing the virality of the campaign.
In 1950, Club Med was built on the vision of its two founders, Gerard Blitz and Gilbert Trigano, saying, “The goal of life is to be happy. The time to be happy is now. And the place to be happy is here.” And today, through the new campaign, Club Med maintains this vision.