Club Med ramps up social channel investment with snow resort crowdsourcing campaign

Luxury holiday brand says it is increasing its marketing spend on social media programs to build more community around its brand

Luxury holiday destination brand, Club Med, is increasing marketing spend on social media channels in a bid to further drive community engagement, according to its digital strategy leader.

The comment was made following the brand’s latest social media crowdsourcing program on Facebook, which gives loyal followers the opportunity to help design Club Med’s latest snow resort in France.

The three-month Facebook campaign invites fans to have a say on the future Val Thorens 4 Strident Snow Resort each week until April by voting on specific decisions relating to its branding and design features. The new location is due to open in December 2014.

In the first week starting 27 January, Facebook followers were able to choose a name of the future resort, and opted for ‘Val Thorens Sensations’. For the second week round, they could decide on a design feature within the resort. This week, the fourth round, sees Club Med's Facebook fans voting for their favourite collector T-shirt 45. Participants go in the running for two passes to the resort’s inauguration as well as a week’s holiday onsite and the honour of being ‘VIP fan’.

Julien Lebreton, who’s in charge of Club Med’s digital strategy, said the campaign was designed to allow the brand to get closer to its fans. “Club Med is by essence a community brand, and we wanted to bring to life this community, online and on social networks,” she told CMO.

“We also wanted to show our clients that we listened to them by taking their advice in consideration, so that we are in line with their expectations. That is why we asked them to co-create our new resort to be opened in December, so that we would be able to completely satisfy them.”

The ‘My Val Thorens’ Facebook page is available in five languages across 12 countries and was developed by social media agency, KRDS. Lebreton said it was the largest Facebook campaign launched by Club Med to date. It is also using Twitter and Instagram to promote the app by posting publications.

“Facebook is the platform with the largest number of users in the world, and it is the one that gathers the most fans and generates the most conversations,” Lebreton continued. “Considering the multi-country characteristics of the app, the platform definitely seemed like the ideal option.

“Furthermore, the social network contains tools that facilitate virality. For instance, notifications that appear on fans’ timelines after the user has voted will also appear in his friends’ newsfeed making him want to participate as well.”

Lebreton said social networks lie at the heart of the group’s strategy and confirmed budget for social channel campaigns had increased in recent years.

“We want to provide the means to reinforce our online presence and our online performance,” she added. “The marketing budget for social has increased again in 2014, as we are doing more media purchases and using more resources to create inspiring content and increase our online presence.”

More Facebook news

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Signup to CMO’s new email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Cannes 2018: The Big Not Easy

This year’s Cannes Lions program is packed full of data, robots, algorithms, voice technology, blockchain, virtual reality, artificial intelligence and machine creativity. But I’m just as interested in more subtle trends and insights.

Richard Brett

CEO, opr

CMOs are talking the CX talk, but not yet walking the walk

Customer experience is eclipsing product as a competitive differentiator. CMOs are recognising this shift and talking the talk. But are they also walking the walk?

Will our manners go the same way as texting when robotic servants take over?

Much of the talk in the industry is focused on the limited amount of time that screens have left in our lives.

Katja Forbes

Founder and chief, sfyte

When you use the web daily you really need to think about the safety online. You post all kids of information in the net, your personal i...

Birdie Wyatt

ADMA launches education program to tackle viewability, ad fraud and brand safety

Read more

You're suggesting that Taylor Swift is a non-brand because we don't know who she votes for, and then you suggest developing brand stories...

Brian 't Hart

Why Gartner thinks brands are too uptight about strategy

Read more

Indeed this is the great article but i will love to recommend you to read the case study of Walamrt for get the more and more customers. ...

Eva Buttler

5 steps to customer intelligence success

Read more

here is the good news now you can find the all adobe products at walmart .. read this news here at https://creditcardsfair.com/

Yasir Abbas

Adobe: Tech architecture, talent stopping companies making the experience shift

Read more

Google is more like a utility. Does a road have a brand? No. Do we use it daily? Of course! And the idea of Taylor Swift as an unbrand be...

Davy Adams

Why Gartner thinks brands are too uptight about strategy

Read more

Latest Podcast

More podcasts

Sign in