A Pioneering Approach to Modern Travel
Club Med is not just embracing change; they’re creating it. With their new global advertising initiative, “That’s l’Esprit Libre,” produced in partnership with 180 Amsterdam, they’re elevating travel from a mere experience to a state of mind. Launched this September following a brand overhaul in March, the campaign serves as a testament to Club Med’s dynamic, modern visual identity.
More than a Tagline: A Philosophy
Taking a decisive departure from their former brand voice, Club Med has supplanted their old tagline with the highly evocative “That’s l’Esprit Libre.” The new messaging encompasses far more than words—it’s an entire ethos. By adopting a narrative format and utilizing striking voiceovers coupled with playful language, Club Med delves into an emotionally resonant and stylistically elegant realm.
“With our complete creative overhaul, Club Med is entering a new era aligned with our premium and lifestyle positioning,” declared Quentin Briard, Club Med’s CEO of Marketing, Digital and Technologies.
The Soul of the Campaign: That’s l’Esprit Libre
Focused on the concept of freedom—both physical and emotional—the campaign encapsulates those instances when vacation transcends into an emotional escape. “That’s l’Esprit Libre” is about cherishing the minor joys and relearning the art of living in the present. It’s a call to experience a lifestyle that is both enhanced and elevating.
“It’s anything by a typical commercial. It’s meant to be like a celebration – playful and fun. There’s irony and attitude in the voiceover’s narration, addressing an audience that’s not gone on vacation yet,” commented Jules Renault, Director of Soldats Agency.
A Comprehensive 360° Media Strategy
Going full throttle, the campaign is set to pervade various media channels in France, ranging from television and cinema to print media, and will even extend to advertising boards in strategic locations such as airports and train stations. In a particularly vibrant display, Paris’s Opéra metro station on line three will be bathed in Club Med’s brand colors from September 20 to October 3.
The impact is not restricted to French soil; “That’s l’Esprit Libre” is being globally deployed across Europe, Africa, the Americas, and Asia, marking a significant resurgence in Club Med’s media investment to pre-pandemic levels.
For more on Club Med’s innovative travel experiences and high-resolution campaign images, click here.
To delve deeper into Club Med’s press room, click here.
