3. Significant uplift in top of mind awareness
Spontaneous brand awareness
+125%
Q5A: Which, if any, all inclusive operators can you think of?
Source: Red Blue Club Med Research, 2012
4. Awareness of Club Med advertising has
increased 50% over the campaign period
Advertising awareness
12%
8%
Pre Post
stage stage
Q5D: Which, if any, of the following all inclusive operators have you seen or heard any
advertising for?
Source: Red Blue Club Med Research, 2012
5. Awareness of the rail campaign driven by target
and increased dwell time
Recognition
Q11: Have you seen either of these adverts on the big screen or on smaller screens at a train station
recently?
Source: Red Blue Club Med Research, 2012
Big Spenders: Willing to spend £3k+ per adult on a holiday, Dweller: Spend 11+ mins waiting for a train
6. Big Spenders
Campaign driven key metrics amongst an important audience
Offers holidays to sun destinations
around the world
Offer premium all inclusive holidays
Offer a wide variety of holidays
Is great for families
Is a brand I am hearing more about these
days
Is a brand I would recommend
Offers all inclusive ski holidays
Is a brand I would talk about with other
people
Q6: Thinking now about Club Med in particular, how much do you agree with the
following statements?
Source: Red Blue Club Med Research, 2012
7. Dwellers
Increased dwell time leading to strengthened perceptions of
Club Med
Offers holidays to sun destinations
around the world
Offer premium all inclusive holidays
Offer a wide variety of holidays
Is great for families
Is a brand I am hearing more about these
days
Offers all inclusive ski holidays
Is a brand I would talk about with other
people
Is a brand I would recommend
Q6: Thinking now about Club Med in particular, how much do you agree with the following
statements?
Source: Red Blue Club Med Research, 2012
