Club Med launches new branding campaign

Club Med has launched a new global branding campaign based on its successful repositioning for the upscale market. According to officials, the strength of the new campaign — using the tagline “And What’s Your Idea of Happiness?”– is gained through highlighting the modern and surprising ways that Club Med is different; its informal spirit (chic and friendly) and its capacity allow the client to take charge of his own happiness. The campaign will be launched in 47 countries, including Canada (this month) and in 22 languages. The brand music (Paraiso, composed by Jean-François Mory) has been re-orchestrated to reinforce its modernism, while still maintaining its identity, rhythm and ever-present percussions. It is being executed via signage, newspapers, digital, travel agencies and will be visible in the resorts. (