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Club Med

Shaping the international hospitality brand for the Australian-Pacific market

With over 50,000 copies produced, Club Med’s annual Sun & Snow Resort brochure is the primary tool used to market the household name to travel agents in the Australia-Pacific region.

Pioneering the all-inclusive holiday concept

Club Med’s ‘happy spaces’ offer stress-free experiences with remarkable value at some of the world’s most beautiful destinations. For the past three years, Another Colour has art-directed, designed and print managed the annual brochure, with an emphasis on high-end resorts. Local demand is growing strong, with many new resorts opening and the brochure nearing 100 pages.

Outputs

  • Art direction
  • User research
  • Brochure design
  • Print management
  • Proofreading
  • Infographics

Listening to the valuable travel agent network

At the commencement of our working relationship, over 1,200 travel agents were surveyed. A lack of detail in past brochures was reported, hindering effective communication with clients. Our challenge was to optimise content with an editorial layout — creating a brochure that informs as well as inspires. Our design needed to be adaptable, showcasing tropical relaxation, through to action-packed snowy playgrounds.

Free and floaty, but factual

A traditional grid format was abandoned, as imagery and infographics float freely across the page, incorporating the brand’s trademark colour scheme of navy and white. The new look has also been used for direct mail campaigns, including the relaunch of Club Med’s Mauritius resorts.

Measuring success and improving design

Our client was pleased with how the new look affirmed the brand’s values and offered more comprehensive content. Travel agent’s were re-surveyed after the launch of the first brochure, and improvement was measured in all indicators of the satisfaction. ‘Look and Feel’ scored 4.4 out of 5, and the ‘Information’ category improved by over 10 percentage points.

In 2020, we devised more cost-effective printing for the run of 50,000 brochures. We switched from a sheetfed press to a heatset press line, all the while ensuring the same high quality print finish and attention to detail established in previous years.

Another Colour go above and beyond what is expected — their professionalism, fresh ideas and dedication are truly well-received and make our brochures stunning. Our clients and travel agents are beyond pleased with this new look: the right amount of information balanced with lots of images, sleek design and finished with great print quality.

Marine Raynard, Design & Content Specialist, Club Med

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