Club Med Sales Inc. The Canadian market

J Guilhem, David West, B Monk and L DeLamarter

Winter 1994-5 campaign for Club Med Sales, a premium-priced travel product. Market for tourism in the Caribbean had been eroded by recession and poor purchasing power of the Canadian dollar.
Agency: BCPAuthors: J Guilhem, David West, B Monk and L DeLamarter

Club Med Sales, Inc.

EXECUTIVE SUMMARY

With an experienced understanding of the marketplace and the fragmented travel industry, the objectives and strategy for the winter, 1994/1995 Canadian advertising campaign for Club Med Sales became well defined. Both 'tactical' and 'emotional' responses were necessary to motivate consumers and get them to match their vacation expectations with the 'concept' of Club Med.

Rather than conform to 'palm tree' advertising, we recognized that our target group could relate to Club Med's value system, reflecting as it does, a...

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