Club Med in India was perceived as a timeshare company or a medical brand with very little to no reference to being a resort brand. Hence the recall value for its proposition of being an all-inclusive holiday experience was extremely low. Therefore, a full-fledged PR strategy was the need of the hour.

As part of the strategy, we focused on B2C platforms to spread brand awareness. Direct engagement and seeding of conversations around highly immersive vacations, premium hospitality, and tailormade holidays. The idea was to enter the space where Club Med would be the best contemporary choice for international holidays by promoting Club Med as the best choice to stay in any international destination was vital to tap into the segment. A highly concentrated digital approach was selected to communicate with the audience via blogs, social media, travel websites, and other online media. We also launched a high impact influencer marketing program with systematized familiarization trips with travel bloggers, social media influencers, and celebrities, leading to increased exposure in the online medium and viral on social media.