×

Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

ANNUAL AGENCY RANKING;CLUB MED ADS STRIVE TO CLARIFY IMAGE

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.

Most Popular
In this article: