Retelling the story of all-inclusive holidays



The Challenge

How do you increase brand awareness in Germany and ensure that the Club Med all-inclusive concept is perceived as a premium holiday?

In 1950, Club Med invented a holiday experience to give people the relaxation they deserve: all-Inclusive holidays. This concept has since been “premiumised” by Club Med, and is intended to appeal to high-end clientele looking for superb sun holidays. As many Germans associate all-inclusive holidays with rather average experiences or even mass tourism, we needed to make them aware of the unexpected joys and special convenience of a Club Med vacation.

The Solution

Through perfectly-tailored, in-depth media relations and influencer partnerships, we not only retold the story of all-inclusive holidays, but showed how a trip with Club Med enriches lives.

In line with our high-class target group, our strategy was based on quality rather than quantity, focusing on specially selected and highly specific activity, across both target media and influencer relationships.

In addition to highlighting the benefits Club Med offers travellers, we developed the new Zenventure™ lifestyle and travel concept,  focused on Club Med Exclusive Collection resorts. The concept perfectly meets the current needs of consumers, offering an optimal balance between relaxation (Zen) and adventure, combined with a premium all-inclusive holiday experience.

The Results

2 roundtables with 13 journalists from the most prestigious travel, lifestyle and national news media in Germany

positive pieces of coverage in 7 months