Club Med
001
Introduction
Client
Club Med
Industry
Travel
Marketing Discipline
Advertising
Mediakeys was appointed as Club Med's dedicated media agency in 2022, tasked with launching and amplifying the brand's new identity across Europe and Africa.
At the heart of this campaign was Club Med's bold new brand platform, "That's L'Esprit Libre", a celebration of the freedom, joy, and effortless luxury that has always defined the Club Med experience.
001
Introduction
Client
Club Med
Industry
Travel
Marketing Discipline
Advertising
Mediakeys was appointed as Club Med's dedicated media agency in 2022, tasked with launching and amplifying the brand's new identity across Europe and Africa.
At the heart of this campaign was Club Med's bold new brand platform, "That's L'Esprit Libre", a celebration of the freedom, joy, and effortless luxury that has always defined the Club Med experience.
002
Challenges
Club Med had long been established as a leader in luxury all-inclusive holidays, but a rebrand of this scale required more than simply rolling out a new slogan.
The challenge was to ensure that "That's L'Esprit Libre" landed with genuine impact across a highly diverse set of markets, each with its own media landscape, cultural sensibility, and audience expectations.
Mediakeys needed to deliver a campaign that felt both cohesive and locally relevant, connecting with an affluent audience whilst maintaining the prestige and aspirational quality the Club Med brand demands across every touchpoint.
002
Challenges
Club Med had long been established as a leader in luxury all-inclusive holidays, but a rebrand of this scale required more than simply rolling out a new slogan.
The challenge was to ensure that "That's L'Esprit Libre" landed with genuine impact across a highly diverse set of markets, each with its own media landscape, cultural sensibility, and audience expectations.
Mediakeys needed to deliver a campaign that felt both cohesive and locally relevant, connecting with an affluent audience whilst maintaining the prestige and aspirational quality the Club Med brand demands across every touchpoint.
003
Approach
Mediakeys orchestrated a multi-market deployment designed to give the new identity both the gravitas and the cultural resonance it deserved.
Utilising deep-dive competitor analysis and audience profiling, the media mix was tailored to the specific luxury consumption habits of each territory.
Managing a complex coordination of 50 integrated campaigns in 2023 alone. These were full-funnel executions spanning the UK, France, Switzerland, Belgium, Germany, Italy, Turkey, Israel and South Africa.
Securing premium placements across high-end environments, utilising Cinema, Linear TV, and iconic OOH sites to ensure the campaign commanded attention and reinforced Club Med's luxury status at scale.
003
Approach
Mediakeys orchestrated a multi-market deployment designed to give the new identity both the gravitas and the cultural resonance it deserved.
Utilising deep-dive competitor analysis and audience profiling, the media mix was tailored to the specific luxury consumption habits of each territory.
Managing a complex coordination of 50 integrated campaigns in 2023 alone. These were full-funnel executions spanning the UK, France, Switzerland, Belgium, Germany, Italy, Turkey, Israel and South Africa.
Securing premium placements across high-end environments, utilising Cinema, Linear TV, and iconic OOH sites to ensure the campaign commanded attention and reinforced Club Med's luxury status at scale.
004
Results
The S2 2023 launch of "That’s L’Esprit Libre" contributed to a record-breaking era in Club Med’s history. The campaign effectively amplified a business model transformation that saw the group return to pre-pandemic profitability as early as 2022 and achieve historic performance.
The relaunch fueled a 9% growth in H1 2024 and an 11% surge in operating income, proving the tangible business value of the new brand identity.
With 184M offline reach and 51M unique online users, the campaign ensured the new identity was unavoidable for the global affluent traveler.
Delivered 63M completed video views, proving that premium placements successfully commanded audience attention through the entire brand narrative.
The creative achieved an Attention Index of 257 and an Engagement Index of 201, more than double the industry benchmarks for luxury campaigns.
004
Results
The S2 2023 launch of "That’s L’Esprit Libre" contributed to a record-breaking era in Club Med’s history. The campaign effectively amplified a business model transformation that saw the group return to pre-pandemic profitability as early as 2022 and achieve historic performance.
The relaunch fueled a 9% growth in H1 2024 and an 11% surge in operating income, proving the tangible business value of the new brand identity.
With 184M offline reach and 51M unique online users, the campaign ensured the new identity was unavoidable for the global affluent traveler.
Delivered 63M completed video views, proving that premium placements successfully commanded audience attention through the entire brand narrative.
The creative achieved an Attention Index of 257 and an Engagement Index of 201, more than double the industry benchmarks for luxury campaigns.
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Get in /touch/.
Reach out to our team to learn more about how we could help your brand or agency today.
We have agencies in
Bath, Birmingham, Brighton, Bournemouth, Bristol, Cambridge, Cardiff, Chesterfield, Coventry, Edinburgh, Glasgow, Huddersfield, Leeds, Leicester, Lincoln, London, Manchester, Milton Keynes, Newcastle-upon-Tyne, Northampton, Norwich, Nottingham, Oxford, Petersborough, Preston, Sheffield, Shrewsbury, Southampton, Swindon, Warwick
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