News Release
New Branding Reflects Unique All Inclusive Offering
Auckland, March 23, 2012 –. Club Med New Zealand will hit the market with a fresh new look through the launch of their April communication
campaign. Club Med are moving forward from their “Happiness” campaign to a new creative concept “all inclusive, all exclusive, all yours.”
Club Med’s new tagline – “all inclusive, all exclusive, all yours” aims to reflect the truly all inclusive product offer that separates Club Med from replicas in the industry while
highlighting their move to an upscale brand. The campaign will replace the current branding, “Club Med Where Happiness Means the World”.
New Zealand Marketing Manager Kaarin Gaukrodger says, “Club Med’s “Happiness” campaign represented what is at the heart
of the Club Med experience: happiness. This concept was particularly fitting in light of the volatile and stressful
economic climate of the previous few years.
“Club Med’s all-inclusive nature proved to be especially popular throughout this time where holidaymakers paid one,
upfront package price with the freedom to indulge in as much or as little as they like on their Club Med holiday.”
The latest concept “all inclusive, all exclusive, all yours” is a move to showcase Club Med’s new upscale brand image while reflecting it’s unique all inclusive product. The
concept draws on Club Med’s unique points from the abundance of activities and services offered, the locations within
the most beautiful sites in the world and the philosophy of generosity and happiness.
Over the past few years the move upscale has seen Club Med busy renovating resorts to ensure that they meet the
company’s high standards. As well as opening new resorts, there have been closures of resorts that no longer fit with
the new upscale strategy including the closures of Coral Beach in Israel and Lindeman Island, Australia.
The New Zealand market has been responding positively to Club Med’s changes, with an 18 per cent increase in New Zealand
stays at Club Med Resorts between May 1st 2011 and October 31st 2011 compared to the same period the year before.
The Asia resorts were the most popular with Kiwis, with Bali being the favourite, followed closely by Club Med Bintan
Island off the coast of Singapore and Cherating Beach in Malaysia.
“Club Med Bali has long been a popular destination for the Kiwi market, and with the new direct flights we expect to see
an even greater increase in visitor numbers this year.”
Gaukrodger attributes the overall success of Club Med to the generous all-inclusive package which makes it an
affordable, yet upscale holiday option.
“Club Med is renowned as the world leader in all-inclusive holidays with their packages including flights, transfers,
accommodation, full open bar, all day dining options, sports and activities with tuition, kids clubs and evening
entertainment,” says Gaukrodger.
The new slogan will be launched in New Zealand next week along with the rollout of Club Med’s April campaign including
generous discounts on holidays at Club Med Bintan Island and the newly refurbished Club Med Phuket.
Club Med: All inclusive all exclusive all yours
ENDS