Club Med appoints Initials as global below-the-line agency
Club Med, the French corporation of vacation resorts, has appointed Initials as its global below-the-line agency out of Paris. The agency won the account following a competitive five-way pitch.
Initials @worldofinitials will be responsible for creating and implementing a multi-channel strategy aimed at building and strengthening relationships with new and existing customers.
The agency will focus on communicating Club Med’s premium brand personality and driving its all-inclusive offer across new markets in Europe and Africa. Activity will include DM, digital advertising, experiential activity, social media and collateral, tailored to the summer and winter holiday seasons.
#INITIALSWork: We're very excited to announce that we have won the global #ClubMed account: http://t.co/gHbo7tKXpb
— INITIALS Marketing (@worldofinitials) July 25, 2014
Initials’ first task will be to create a global sales toolkit aimed at driving engagement with prospective holiday-goers. The resulting work will roll out over the coming six months.
The agency will report in to Elise Masurel, sales & marketing coordination director at Club Med.
Elise Masurel at Club Med, said: “We were looking for an agency that could find a way to demonstrate the uniqueness of Club Med’s offering and show off the personality of our brand with confidence, ultimately adding value for our customers. Initials demonstrated a great sense of creativity throughout the pitch process and we look forward to seeing the resulting work.”
Jamie Matthews, CEO at Initials, commented: “This is a great win for the agency. Our role will be to get customers to really engage with the brand and explore the holiday opportunities Club Med has to offer. By putting the focus on digital and traditional below-the-line communications, we hope to bring to life the multi-dimensional Club Med experience.”
RT @TheDrum: #ClubMed awards below-the-line account to @worldofinitials http://t.co/mDVItqkgQG
— INITIALS Marketing (@worldofinitials) July 25, 2014