Club Med Pivots Marketing Efforts Amid the COVID-19 Crisis
Grace Mahas — April 13, 2020 — World
References: clubmed & campaignasia
The COVID-19 pandemic has drastically changed the way many industries operate, especially in the travel sector with citizens being advised to stay at home and new travel restrictions having been put in place. As a result, Club Med Resorts haltered all its previous marketing efforts and pivoted content to focus on 'Bringing the Club Med Experience Home.' The campaign includes an online section for the whole family, children, and parents and is comprised of exclusive resort recipes, at-home play activities, virtual dance parties, and more.
"It is not about being irrelevant, rather it is insensitive when all people are thinking about are their health and safety," stated Vincent Ong, vice president of marketing for APAC at Club Med. "As a responsible travel brand, it is our priority to spread positivity and project the ever-needed spirit of optimism." In addition to the isolation-friendly travel campaign, Club Med Resorts is also providing flexibility with travel date changes.
Image Credit: Club Med Resorts
"It is not about being irrelevant, rather it is insensitive when all people are thinking about are their health and safety," stated Vincent Ong, vice president of marketing for APAC at Club Med. "As a responsible travel brand, it is our priority to spread positivity and project the ever-needed spirit of optimism." In addition to the isolation-friendly travel campaign, Club Med Resorts is also providing flexibility with travel date changes.
Image Credit: Club Med Resorts
Trend Themes
1. Isolation-friendly Travel - Developing travel experiences and campaigns that cater to individuals seeking isolation and safety during the COVID-19 pandemic.
2. Bringing the Experience Home - Creating at-home experiences that replicate the essence of a travel brand to engage with consumers who are unable or unwilling to travel during the pandemic.
3. Flexibility in Travel - Offering flexible travel options and accommodations to adapt to the changing needs and uncertainties of customers during the COVID-19 crisis.
Industry Implications
1. Hospitality - The hospitality industry can explore isolation-friendly travel offerings and develop at-home experiences to stay connected with customers during travel restrictions.
2. Travel and Tourism - The travel and tourism industry can adapt by promoting flexible travel options and creating campaigns that deliver the essence of travel to people's homes.
3. Marketing and Advertising - Marketing and advertising professionals can help travel brands pivot their content strategies to focus on isolation-friendly travel campaigns and at-home experiences.
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