Club Med appoints Four to ditch 'holiday camp' label

Club Med has shifted its UK PR account from travel specialist agency Synergy to consumer shop Four Communications as it attempts to rid the brand of its ‘French holiday camp’ image.

Club Med marketing manager Sarah Mason said: 'Travel PR is increasingly geared towards lifestyle, and advertising is more aspirational. Although Synergy won us extensive coverage in the travel press, it didn't really touch our image, over which we have a huge challenge in the UK.'

Club Med, the French company which invented the concept of all-inclusive holidays, is two years into a development programme. Around €500m (£340m) has been spent to make resorts more upmarket, with the addition of spas, luxurious suites and greater customer choice.

Mason stressed that the Club Med holiday experience was very different to that evoked by the name. 'Club Med isn't a holiday camp,' she said. 'People want more individual experiences, and will pay extra for luxury. We have different grades of rooms and activities. Plus snacks and bars are open all day, so holidaymakers are not restricted to meal times.'

Over the coming months Four will bid for coverage across a broad range of titles, including fashion and food press. It also wants to get Club Med's French chefs involved in cookery stories, and its hotels' refurbished rooms into interior design publications.

Synergy, Brighter PR, McCluskey International, ZFL PRCo and Financial Dynamics also pitched for the account, worth around £100,000 a year.

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