More exclusive, more inclusive.
Club Med has a relatively small market share in the premium all inclusive holiday sector. Our challenge was to raise their profile and brand awareness in this niche sector, while simultaneously removing any confusion with the similarly named Club 18 – 30 holiday.
The Club Med product offering gives consumers the most inclusive, premium and luxurious package on the market for families and couples. This target market represents the top 5% of UK holidaymakers with the available disposable income, many of whom are busy professionals. But the targeting needed to fish where the new prospects swam.
The marketing strategy needed to change in order to reach this elusive target market. We switched the focus from offline media to a predominately online activity, which includes E-CRM, online banners and because of a better quality of data capture, more targeted direct marketing campaigns.