MIAMI: All-inclusive resort company Club Med has hired Current Lifestyle Marketing to serve as its PR agency, following a competitive review.
Current, which began working on the business April 1, will partner with Club Med’s 65 resorts around the world, with a focus on engaging US media, said Sara Joseph, SVP and head of the agency’s travel practice.
Prior to Current, Club Med worked with The Zimmerman Agency. The firm declined to comment.
Joseph, who is leading the account, will oversee a team of six staffers to help the company with media relations, new programs, renovations, partnerships, and promotions, she said.
Current is gearing up for the launch of Club Med Creactive by Cirque du Soleil in Punta Cana, Dominican Republic on June 15. Club Med and Cirque du Soleil have teamed up to create a playground for children and adults at the resort, with lessons in activities including acrobatics, trapeze, dance, and juggling, explained Joseph. Cirque du Soleil members are handling the training and playground design.
Additionally, Current is helping Club Med with its adults-only Zen Oasis resort area in Punta Cana, which will debut in December 2015.
While the firm will engage travel press, Joseph said the team will also reach out to niche media to tell Club Med’s stories on topics such as family, food, sports, luxury, and childcare. Social media is not included in the agency’s remit.
Current wants to "reeducate consumers" about Club Med and its offerings around the world, including its lesser-known ski resorts in Europe and Japan, Joseph added.
"Most people know the Club Med brand, but they’re not really familiar with what it delivers today," she said.
The initial contract on the account is for one year. Budget information was not disclosed.
Club Med representatives were not immediately available for comment.
This story was updated on April 1 to correct that the playground is for children and adults.