Club Med

February 2012

Key Campaign information

Environment/PanelsKey Campaign

Objectives

TransvisionD6 Wealth pack

Enhance perceptions of Club Med as being a premium all inclusive holiday provider

Other Information

Solus digital outdoor campaignKey groups:Big Spenders – spend £3000+ on holidaysDwellers – 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, 2012Big Spenders: Willing to spend £3k+ per adult on a holiday, Dweller: Spend 11+ mins waiting for a train

Big SpendersThe 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

DwellersIncreased 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