Consultant, Copy Writer & Director on a cross platform Viral Campaign for International Hotel Chain
Whilst consulting Club Med to review their Turkish marketing campaign, I found a more cost effective way to reach their target audience of young professionals working in large Multi-Nationals. We re-strategised their TVC and Print spend towards a streamlined viral marketing campaign for Social Media and Cinema Multiplexes, where the target audience were found to be more prevalent. Exploring the theme of 'Daydreaming at Work', we worked with Club Meds credit card partner Garanti Bonus Card to deliver the virals within bank circular emails at their work desks, just like the characters in the films. With a customised click through function at the end of the videos, we linked them to Club Meds booking agents. The campaign eventually doubled Club Med's Winter revenue.
