“When crafting the campaign, we tested it with a panel of U.S. customers, and it was actually very positively received,” Brouhard said. “We wanted something that’s different from what others are doing.”
Concurrent with the campaign rollout, Club Med, which now has close to 70 resorts worldwide, has also revamped its brand identity by way of an updated logo, refreshed website and other branding updates.
The changes come, however, as Club Med faces a setback in its efforts to grow its U.S. footprint. Earlier this spring, the company scrapped plans to open a Utah mountain property, originally set to be developed as part of the existing Snowbasin ski resort in Huntsville.
The Utah resort was on track to be the brand’s first new U.S. all-inclusive in more than 20 years and mark the brand’s return to U.S. soil. The company ceased operations of the former Club Med Sandpiper Bay in Port St. Lucie, Fla., last year.
Amelie Brouhard
According to Brouhard, the group’s decision to walk away from the Utah project was related to timeline delays. She emphasized, however, that Club Med remains dedicated to re-entering the U.S. and plans to pursue another project in the market.
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