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Club Med begins Amazing You campaign

Vacation resort operator Club Med has begun a new campaign called "Amazing You." The effort depicts a trip to one of its resorts as a way to "rediscover themselves" by reconnecting with family and friends, either through activity or relaxation. The campaign, which is aimed primarily at women planning family holidays, uses the tagline," Club Med, Amazing You."

The international campaign is running in several markets. In Canada, it consists of billboards and radio commercials in Toronto and Montreal, supported by digital materials. A 60-second online video introduces the campaign by depicting the experience of staying at a Club Med resort. This is accompanied by three 25-second videos focusing on specific aspects of a resort vacation.

"Club Med forged an identity as a digital, community-inspired brand ahead of its time by inventing a new holiday concept based on the spirit of fun and friendship," said Amélie Brouhard, marketing and communication director for Club Med Canada. "By adopting a digital communication strategy, Club Med is tapping into new behaviours and social applications."

The campaign was developed by Fred & Farid of Paris with North American media work by MMGY of New York and Sept24 of Montreal.

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