Posted on July 29, 2014 by INITIALS
23rd July 2014, London, UK: Club Med, the French corporation of vacation resorts, has appointed Initials as its global below-the-line agency out of Paris. The agency won the account following a competitive five-way pitch.
Initials will be responsible for creating and implementing a multi-channel strategy aimed at building and strengthening relationships with new and existing customers.
The agency will focus on communicating Club Med’s premium brand personality and driving its all-inclusive offer across new markets in Europe and Africa. Activity will include DM, digital advertising, experiential activity, social media and collateral, tailored to the summer and winter holiday seasons.
Initials’ first task will be to create a global sales toolkit aimed at driving engagement with prospective holiday-goers. The resulting work will roll out over the coming six months.
The agency will report in to Elise Masurel, sales & marketing coordination director at Club Med.
Elise Masurel at Club Med, said: “We were looking for an agency that could find a way to demonstrate the uniqueness of Club Med’s offering and show off the personality of our brand with confidence, ultimately adding value for our customers. Initials demonstrated a great sense of creativity throughout the pitch process and we look forward to seeing the resulting work.
Jamie Matthews, CEO at Initials, commented: “This is a great win for the agency. Our role will be to get customers to really engage with the brand and explore the holiday opportunities Club Med has to offer. By putting the focus on digital and traditional below-the-line communications, we hope to bring to life the multi-dimensional Club Med experience.”
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Posted on July 10, 2014 by INITIALS
UKTV channel Dave asked Initials to create a stunt that would bring the personality of its brand to life and ‘Wit to the World’. Together we decided the best way to lend their humour and make the most impact was to join the world’s biggest cycling race, The Tour de France, whilst it was gaining massive publicity for the UK leg.
So on Tuesday 8th July at London’s Liverpool Street a group of nine cyclists(tightly knit together), in full cycling gear with spoof logos and on very high spec bikes, cycled around to all of London’s main attractions. They stopped regularly to ask passers-by (in suitably foreign accents) if they had seen the cyclists in the big race and if they could help them find their way back to the tour. They kept cycling round until the race ended and beyond. We got photos of them at all the main attractions such as Liverpool Street Station, St. Paul’s Cathedral, Covent Garden, Piccadilly Circus, London Eye and London Bridge.
The response was overwhelming https://twitter.com/101_London/status/486426252031819777, people were face to face with the cyclists and truly believed they were lost! The stunt culminated with the cyclists being escorted down the Mall which resulted in amazing press coverage for Dave.
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