Agency: BCP | Authors: 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...