Club Med, the pioneer of the all-inclusive concept is debuting a refreshed, modernized brand identity that it believes "offers a truly unique differentiation in the market and speaks to its history of offering ultimate disconnection."
Drawing inspiration from the original Club Med philosophy of "creating simple moments of happiness," the lifestyle brand is introducing an elevated brand identity with a new campaign known as “That’s L'Esprit Libre.” The slogan aims to renew and reaffirm the optimistic embrace of life that Club Med has become famous for, the company said.
Club Med plans to take elements from its original founding in the Balearic Islands of Spain in 1950 as well as its French heritage and core essence – simplicity, epicureanism, nature and freedom – to revive its personality into a premium all-inclusive brand blending a luxury experience with simple moments.
As part of the evolution, the company is enhancing all consumer communication touchpoints with refreshed logos, iconography and color palette, including its website, emails, the My Club Med app and in-resort signage.
"When the complexities of everyday life are removed so one can focus on special moments, like having ice cream for breakfast and putting on ski boots, or if your family vacation actually feels like a vacation – That’s L’Esprit Libre,” Vincent Giraud, Managing Director of Club Med Canada and North America Sales Operations, said in a statement.
"Our new brand positioning takes inspiration from our long-standing 73-year history and iconic advertising campaigns, reinforcing our pioneering essence as well as our forthcoming journey with simplicity, modernized luxury, and playfulness."
"Throughout our 73-year history, we’ve watched our brand redefine the all-inclusive concept and evolve into a product that prioritizes simple luxuries that are ultimately the most meaningful for travelers," added Carolyne Doyon, President and CEO of Club Med North America and the Caribbean. "Therefore, we find it important to look back on our roots and pay homage to what has made Club Med what it is today: delivering unique experiences in desirable locations with moments of togetherness, personalization, and opportunities to create lifelong memories to ensure our guests enjoy the feeling of being completely carefree. That’s L’Esprit Libre."
Club Med operates nearly 70 all-inclusive beach and mountain resorts in over 32 countries around the world.
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