Club Med February 2012. Key Campaign information Environment/Panels Key Campaign Objectives Transvision D6 Wealth pack Enhance perceptions of Club Med.

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Presentation transcript:

Club Med February 2012

Key Campaign information Environment/Panels Key Campaign Objectives Transvision D6 Wealth pack Enhance perceptions of Club Med as being a premium all inclusive holiday provider Other Information Solus digital outdoor campaign Key groups: Big Spenders – spend £3000+ on holidays Dwellers – spend at least 11 minutes in the station waiting for their train

Out of home campaign responsible for driving top of mind awareness Spontaneous brand awareness +125% Q5A: Which, if any, all inclusive operators can you think of? Source: Red Blue Club Med Research, 2012

Awareness of Club Med advertising has increased 50% over the campaign period due to the out of home 8% 12% Pre stage Post stage Advertising awareness Q5D: Which, if any, of the following all inclusive operators have you seen or heard any advertising for? Source: Red Blue Club Med Research, 2012

Increased dwell has a substantial impact on campaign recognition Recognition Q11: Have you seen either of these adverts on the big screen or on smaller screens at a train station recently? Source: Red Blue Club Med Research, 2012 Big Spenders: Willing to spend £3k+ per adult on a holiday, Dweller: Spend 11+ mins waiting for a train

Big Spenders The out of home drove key metrics amongst an important audience Offers holidays to sun destinations around the world Offer premium all inclusive holidays Offer a wide variety of holidays Is great for families Is a brand I am hearing more about these days Offers all inclusive ski holidays Is a brand I would talk about with other people Is a brand I would recommend Q6: Thinking now about Club Med in particular, how much do you agree with the following statements? Source: Red Blue Club Med Research, 2012

Dwellers Increased dwell time leading to strengthened perceptions of Club Med Offers holidays to sun destinations around the world Offer premium all inclusive holidays Offer a wide variety of holidays Is great for families Is a brand I am hearing more about these days Offers all inclusive ski holidays Is a brand I would talk about with other people Is a brand I would recommend Q6: Thinking now about Club Med in particular, how much do you agree with the following statements? Source: Red Blue Club Med Research, 2012

Summary Out of home doubled spontaneous awareness of Club Med and increased awareness of the brand’s advertising The campaign strengthened the perceptions of the brand amongst a key target for Club Med Increased station dwell time has a positive impact on recognition and perception

Want to find out more? Contact the JC Decaux research team to find out how the campaign performed across other metrics