SAN FRANCISCO: Club Med has selected Shift Communications as its AOR, specifically to help boost its social media strategy.
The review was part of Club Med's new strategy to have a stronger presence online and with social networks, said Kate Moeller, PR director for Club Med.
“Our PR strategy has been evolving,” Moeller told PRWeek. “We thought change could refresh our perspective. And we've become much more in tune with our online communities.”
The resort company now has its own social media site, which falls under the responsibility of PR. She also said Club Med will continue its recent efforts to market the brand as family-friendly and without hidden costs.
“We now want to optimize the usage of the social media space,” Moeller said. Club Med will monitor the amount of traffic its social media efforts drive to the corporate Web site.
The win represents a big boon for Shift Communications, as it expands from being as a tech-focused agency to one with a strong consumer roster, said Todd Defren, principal at Shift.
Club Med previously worked with the New York-based Quinn & Co for three years.
The account will be led from Shift's Boston office.