New Club Med campaign: "Creative reinvention"
Club Med will launch its new lifestyle advertising campaign, „That’s L’Esprit Libre,“ in German-speaking Switzerland in January 2024. The campaign supports Club Med’s new brand identity and will be featured on digital channels and in print.
In keeping with the French tradition of savoir-vivre and in line with its international positioning, Club Med is launching the "That's l'Esprit Libre" campaign. Off voice, playful sentences: The tone of the campaign is elegant, light and emotional. It plays with the symbols of vacation travel and at the same time addresses the social aspects of travel. These include the need for well-being and an escape from the hustle and bustle, the search for environmentally friendly tourism and reuniting with other people. In this way, the campaign aims to renew and reinforce the joie de vivre and optimism for which the brand is known. "This creative reinvention of Club Med is in line with our premium and lifestyle positioning," emphasizes Aude Wartelle, Marketing Manager Club Med Switzerland.
180 Agency Amsterdam
"L'Esprit Libre stands for those moments when we finally feel like we're on vacation and disconnect from the worries and mental burden of everyday life in order to fully surrender to the present moment: When you get up just to lie down again somewhere else. When the most important decision of the day is: skiing or spa? When you can't remember the last time you wore shoes or what day it is. When your head's only job is to wear a sun hat."
The campaign was developed by the 180 Agency, based in Amsterdam, in collaboration with director Jules Renault and photographer Ronan Gallagher. In German-speaking Switzerland, the campaign will primarily be implemented digitally, in online media and on social networks. In a second step, it will also be placed in print media.
