by Lacey Pfalz
Last updated: 9:15 AM ET, Wed September 6, 2023
Club Med, the all-inclusive beach and mountain resort brand, is modernizing its brand identity focusing on its commitment to providing eco-friendly, premium and family-oriented resort experiences worldwide, including a new global campaign, That’s l’Esprit Libre.
That’s l’Esprit Libre focuses on Club Med’s connection with the art of living a happy life, having enough freedom of time and place to do what you enjoy doing.
"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," said Kevin Armstrong, Senior Director of Brand & Communications for Club Med North America and the Caribbean.
"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,” continued Armstrong.
The resort company has been around since 1950. The company now has nearly 70 all-inclusive mountain and beach resorts in destinations around the world, from the French Alps to Japan to the Caribbean and more.
Club Med is also committed to transitioning to more sustainable resort practices: its Happy to Care program is working towards completing resort-specific sustainability goals like providing locally sourced food, combating food waste, sustainability certifications and more.
Some resorts also participate in animal conservation programs. The Club Med Ixtapa’s turtle monitoring and protection program saved over 13,000 baby turtles in the last year.
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