Club Med Sanya Launch Campaign

Transcription

1 South China Morning Post - Marketing Solutions Club Med Sanya Launch Campaign Submission: INMA Global Media Awards Best marketing solutions for an advertising client

2 Entry Details Entry Category #14 Best marketing solution for an advertising client Name of Campaign Club Med Sanya Launch Campaign Name of Client Organisation Club Mediterrancee (Club Med) Hong Kong Ltd. Name of Brand Club Med Name of Agency South China Morning Post Marketing Solutions

3 Entry Video

4 Challenge Market Challenges: Competition Macau, Taipei, Bangkok are at the top-of-mind for short travelling time which makes them popular for weekend getaway. Sanya is yet to be on the list. Even if target audience is aware of Sanya, they did not consider it seriously for leisure as they were unfamiliar with it. Also Sanya was perceived as a mainland city, which was traditionally not an attractive travel destination for people looking forward to travel outside of China. It was a big challenge to tackle and change the current mindset to our favour that Sanya was perfect location for weekend trips.

5 Objective Key Objectives: To establish Sanya as an idyllic location for a weekend getaway among target audience To differentiate Club Med Sanya from other hotels/resorts in Sanya/Hainan Target Audience: The more affluent segment who would spend a vacation in a luxury resort Executives who are very busy with work and always look forward to a weekend getaway

6 Strategy & Concept Core Strategy: Identify the RIGHT target group the busy executives Relate the true needs of the target audience with Club Med Sanya Resort They need to relax and they always look for a weekend getaway destination Creative Concept: Sanya is only a 90-minute flight away from Hong Kong. With Club Med Sanya being the 1 st premium all inclusive resort in Sanya, busy executives do not have to spend time on additional travel planning. Pack and they will be truly enjoying an exceptional long weekend by the long beach with a long list of activities. We developed an integrated campaign with the concept of loooooong weekend.

7 Strategy Realization of the Experience We brought the idea to life not just with traditional print media, but an integrated solution that would literally bring Sanya to town for people to experience the beach fun. Thus the LOOOOONG WEEKEND concept was being developed and spun off into an all-rounded campaign from traditional and digital promotion to real-life event interaction. CAMPAIGN CONCEPT DEVELOPMENT DIGITAL AD PRINT AD A LOOOOONG WEEKEND PR & MEDIA EXPOSURE SOCIAL MEDIA ENGAGEMENT TRUCK TOUR EVENT

8 Strategy Campaign This campaign, which ended on 31 January, 2016, was divided into 2 stages with distinctive purposes. 1 st Stage Soft Launch To heighten attention and build up to the grand opening A featured Facebook contest was launched to raise attention with digital ads placement and edm sending to existing Club Med members. 2 nd Stage Grand Launch To announce the grand launch and call for action to place bookings at Club Med Sanya Print, digital ads and another Facebook game were deployed to announce the grand launch of Club Med Sanya Resort. SCMP s Marketing Solutions team continues with the promotion of the Resort s grand launch by holding a 4-day truck tour event with Club Med Beach Fun Truck. Key elements of the event include celebrity appearance (Priscilla Wong & Bob Lam) to attract maximum media exposure, as well as F&B giveaway, games and dance performance to engage passersby.

9 Execution It is all about the Club Med Sanya Resort and the Concept LOOOOONG WEEKEND! 1 ST STAGE SOFT LAUNCH A featured Facebook game was designed for the soft launch of the Club Med Sanya Resort, and hinting its offering a looooong weekend. It was aimed to raise attention and build up for the January s grand opening. Facebook Game 1 counting the number of O to win a free trip Online banner ads were deployed in different channels including Google Display Network, Publicitas Ad Network, Facebook and YouTube. Online Banners Ad Splash Ad at Apple Daily

10 Execution 2 nd Stage Grand Launch The thematic key visual, combining the panorama view with Sanya Bay, gives the target audience a full picture of the Club Med Sanya resort and create fantasy of a perfect long weekend. People would not expect this place is indeed in China. Print ads are placed in key newspapers and magazines including SCMP, AM730, Metro Daily, Next Magazines and Apply Daily to target affluent executives. Another dedicated Facebook game was designed to showcase the variety of activities at Club Med Sanya. A free trip to Club Med Sanya is given to induce social media users to check out more about the Resort. SCMP.com, SCMP newspaper and database as well as the Club Med Facebook page were employed to continuously build up, tease and promote the upcoming Club Med Beach Fun Truck Tour event in town. Print Ad Facebook Game 2 counting the no. of activities in Club Med Sanya

11 Execution 4 Days Truck Tour Event With Club Med Beach Fun Truck The Club Med Beach Fun Truck came with Summer foods and drinks giveaways and Beach related games (Wii Watersports) aiming to bring the summer atmosphere in town, also to attract and interact with passersby. The truck went to busy districts such as Central, Wan Chai, Causeway Bay and Tsim Sha Tsui during lunch hours and after work. Event Promotion SCMP Print Ad, edm, banner at scmp.com

12 Result Social Media Engagement Result The 2 featured Facebook games generated around 700 engagements and garnered over 700 fans during the campaign. Event Media Coverage The Truck Tour attracted total 45 clippings of media coverage and reported in over 12 newspaper/magazines which includes Apple Daily, Sing Tao Daily, Ming Pao Weekly, Metro Daily, Entertainment Weekly, Macao Daily News, etc. Also, over 28 Online portals reported the event.

13 Result Business Result & Client Endorsement Their real marketing expertise, transforming our insight into an interesting and emerging communication idea Looooong Weekend, with qualitative and innovative creative elements on all touch points (Offline, Online, Social and PR) including competitive media buying on SCMP offline and online portals, plus a dedicated and engaged operational team to run the event four days in a row. That last point impressed us most in particular, says Sebastien Ports, GM of Club Med, who adds that the campaign raised awareness of the new resort in Sanya in record time. The resort attained its business objective with more than 1,000 clients from Hong Kong and Macau booking a holiday in And it is not over! The campaign successfully met our main objectives to promote the grand opening of the Club Med Sanya Resort through different print and online media promotions, social media engagement as well as a fabulous fun truck letting people to experience the Sanya fun brought by Club Med. From a print ad to fully blown integrated campaign, we reached the right target audience at every touch point. We helped customers experience the brand up close and personal.

14 South China Morning Post - Marketing Solutions Club Med Sanya Launch Campaign Submission: INMA Global Media Awards Best marketing solutions for an advertising client