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Club Med: next generation
Wrisney Tan, Cherating, Malaysia

Wrisney Tan, Cherating, Malaysia  
(21st Feb 2005)

CLUB Med unveiled a three-year global marketing campaign and a three-pronged strategy to grow its business at its Cherating property last weekend.

Called “The New Face of Club Med” and costing “a significant amount”, the ads will be seen in print and on TV and is the group's first TV campaign in over five years.

Vice-president, regional marketing & client services, Mr Simon Cuthbert, said the Asia-Pacific region has been given the sales target of a 12 per cent increase over last year. The group's new strategy will see properties going upmarket. At least one property will be selected each year for renovations and upgrading.

Asia-Pacific president and CEO, Mr Joel Tiphonnet, said the company had neglected changing customer needs. “We didn't evolve with society. We only had one category of rooms in the pastNow we have introduced different types of rooms to suit different needs.”

Since 1998, Club Med properties have been classified by the number of Tridents. While four Tridents was the best category, 2005 will see the creation of an even better category called “Finest” with more properties upgraded to higher Tridents. The lowest category previously called “Cases” would disappear.

By April, Club Med plans to launch its first travel agents incentive programme in Singapore. One idea is to create an incremental commission fee structure rising as high as 15 per cent. Club Med will also provide joint marketing and training support to agents.

In Asia-Pacific, agents contribute about 80 per cent to Club Med's business.

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