Get set to feel even more like taking a vacation when you pass through the pedestrian tunnel on York Street in Toronto. Club Med is set to unveil more images as part of its second wave push beginning Jan. 2. Backlit panels as part of its ‘Faces’ campaign have already appeared in the Yonge Street tunnel and the company is building on the warm (pardon the pun) reception its been getting.
‘The faces campaign is part of a global campaign that was developed by Publicis in Paris in February of this year,’ explains Brenda Kyllo, GM at Club Med Canada. ‘We’re trying to market a friendly brand of luxury [with this campaign].’ ‘Faces’ uses the tagline ‘share the world with us’ and embeds faces within the context of the outdoors.
In Montreal’s La Gare Centrale, a wall mural and columns are covered in the creative, adapted for the Canadian market by a small Quebec-based agency called Delit de Fuite (meaning ‘hit and run’ en anglais).
‘Out of home works for us because in Canada, there’s the combination of bad weather outside and our message,’ says Kyllo. The brand campaign was also tactical, touting a new, direct flight to the Club Med in Caribbean island Turks & Caicos. The results are showing — Kyllo was forced to increase from 50 seats per new flight to an entire 136-seater plane.
‘For a lot of tour operators, people tend to wait until the last minute. It’s been the opposite for us. There’s been an increase in early bookings and in the travel industry, that’s the gold standard,’ adds Kyllo.
Full-page colour ads in the Globe & Mail in Toronto and 30-second TV spots in Montreal round out the campaign. Media buys were done by Carat in Montreal.
