CLUB MED "COLORS"

Situation
The Club Med "Colors" campaign is an example of how DRTV can be used to reposition a product as well as generate response. Before the campaign, consumers perceived Club Med as a singles club. Club Med needed to move their image to follow the trend of the travel business towards couples and families.

Goals

• Reposition Club Med as a vacation resort for family and singles.
• Beat a cost per lead of twenty-four dollars.
• Test the efficiencies of cable vs. spot and the length of the creative.

Results

• The commercial successfully repositioned Club Med. Sixty-seven percent of callers were either couples or families.
• Cost per lead was five dollars (nineteen dollars below the control).
• Cable outperformed spot, but both :120 and :60 performed equally well. Opportunistic buys on Network were also tested, generating a cost per lead of seven dollars.