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By Published on .

Club Med, the French holiday resort group, is repositioning the brand across Europe by going back to its roots.

The Paris-based company has launched a pan-European TV and print campaign to reinforce the company's original goal when it opened for business nearly 50 years ago. The message then was that Club Med vacations are more than temporary; they are "part of life itself."

The ads, created by Bartle Bogle Hegarty, London, and representing almost 50% of Club Med's $30 million global account, are designed to remind targeted upscale customers of that experience.

"We have a very high awareness rate in many countries, but we felt that our image, although generally a good one, was sometimes blurred and not totally clear," said Henri de Bodinat, Club Med's marketing director.

BBH unveiled the television campaign on UK TV and pan-European networks May 1. It will then be rolled out on a country-by-country basis across the continent in the coming months.

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