Lesego Matabane, marketing manager for Club Med Southern Africa, notes that the time is right for a new brand positioning for Club Med within the South African market as the brand has experienced strong growth since the last brand iteration two years ago. The manifesto and signatures videos will be the catalysts to communicate why Club Med is unlike any other travel brand.
“Through the videos, we have created, we have set out to ignite, trigger and nurture our travellers’ true sense of wonder, and pay tribute to the freedom to rediscover ourselves. With people's happiness (on holiday) at the heart of Club Med's mission, this year we are inviting guests to tap into their most amazing self – which is unleashed when on vacation and when the daily routine is swapped for soaking up the sun (or hitting the ski slopes) and for venturing into new adventures.
When it came to the rationale behind the latest campaign, we had to ask ourselves: ‘How do we encourage and enable guests to tap into their most amazing self?’ The answer was clear: by providing them with a world of experiences and choices that facilitate inspiration for a new, better version of themselves, while at the same time providing them with the peace of mind of having everything (all meals and all drinks – all day – activities, kids’ clubs and more) covered in their holiday package with us.”
The brand campaign speaks to both existing clients as well as to potential new clients in educating them about the world of choices and experiences – that come standard with all Club Med’s all-inclusive holidays – at their resorts around the world.
The manifesto video, created by Fred & Farid, features a series of breathtaking visuals from exotic locations around the world, showcasing a myriad of activities. The visuals are accompanied by the narrative of a woman who is having an internal dialogue with herself, struggling to decide on what she should do today - because there are so many experiences to choose from. By the end of the manifesto video, it is clear that all of these choices and experiences are available to guests at Club Med resorts around the world.
To convey the feelings of amazement and the infinite possibilities on offer at Club Med, Fred & Farid came up with an authentic, highly emotive storyline, consisting of a series of fragmentary moments that reflect the exceptional experiences to be enjoyed at our resorts. Using a wide array of digital technologies such as onboard cameras, mobile video, and Instagram, Club Med's message taps into new cutting-edge applications and the trend for photo-sharing on social networks. The film was produced by Nan and chief cameraman Matias Boucard, well-known for his work on the Odyssey French movie. The soundtrack also enhances the emotional content while giving out positive vibes, making the viewer feel comfortable, cosseted and inspired.
“Club Med offers our guests over 200 services that cater to their every need. Of these 200 services, 70 of them are signature experiences that you will only find at Club Med resorts. Club Med's signatures (and the videos which will now communicate each) stand out in an increasingly digital world calling for visible, tangible proof of experiences. They represent the best experience that Club Med can offer its customers worldwide in its resorts, and illustrate its people know-how. The nine signatures videos we have released so far showcase these unique elements that are true to Club Med,” says Olivier Hannaert, MD for Club Med Southern Africa.
