Club Med to re-brand in Australia
Holiday resort operator Club Med is to launch a new advertising campaign in Australia to re-brand itself to appeal to the luxury holiday sector.
According to e travel Blackboard the firm is spending AUS$ 60 million (£27 million) on the campaign, which forms part of its programme to refurbish its resorts in the Asia-Pacific region.
Heidi Kunkel Australian general manager with Club Med, said that the re-branding is a significant departure from the company's earlier incarnation.
"We are adding a new level of refinement to our resorts in response to a shift in the market that has seen consumers demand a more luxurious holiday with more freedom of choice, " she remarked.
The new advertising campaign will demonstrate the "standard of quality and variety" offered by its resorts, Ms Kunkel claimed.