Club Med is emphasising its lifestyle appeal and making escapism a destination with its new advertising campaign: That’s l’Esprit Libre. Following a brand revamp in March, Club Med is coming back to screens in September 2023 with a new global campaign produced by the agency, 180 Amsterdam. The campaign refreshes Club Med’s image and showcases its modern visual identity.

An Invitation to Escapism

Reflecting its heritage, French expertise and international positioning, Club Med is replacing its tagline with That’s l’Esprit Libre. Club Med is breaking boundaries with a new story-led campaign. From the use of voiceovers to playful wording, the tone is stylish, light-hearted and emotive. The campaign’s modern aesthetic has fun with vacation cliches whilst addressing the social impacts of travel (need for wellness and relaxation, demand for more responsible tourism and personal interactions, all hassle-free with zero-compromise). It renews and reaffirms the joie de vivre and optimism associated with the brand’s reputation.

“With our complete creative overhaul, Club Med is entering a new era aligned with our premium and lifestyle positioning,” said Quentin Briard, Club Med’s CEO of Marketing, Digital and Technologies.

That’s l’Esprit Libre

That’s l’Esprit Libre highlights all those times we finally feel on vacation, letting go of our everyday stresses and strains to reconnect with what really matters. Re-embracing the simple joy of small thins and re-learning to be happy in the moment. That’s l’Esprit Libre means enjoying peace of mind and experiencing a different lifestyle that elevates and enhances the everyday.

“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,” said Jules Renault, Director of Soldats Agency.

An Integrated 360° Campaign

In France, the campaign’s global media plan (produced with the Mediakeys Agency) will cover television, cinema, the written press, advertising boards in airports and rail stations, in the provinces and in the streets of Paris, but also digitally with impactful and innovative formats as well as on social media. To complete the launch, the platform of metro line three’s Opéra station will be fully decorated in Club Med colours for two weeks from September 20 to October 3.

Club Med is back with a major media investment of pre-pandemic proportions. That’s l’Esprit Libre campaign is also being rolled out across all international markets (Europe, Africa, the Americas and Asia).

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