Wunderman Extols All of Club Med

NEW YORK Wunderman promotes Club Med’s appeal as a fun, all-inclusive destination in a direct response campaign breaking today.

Two 60-second TV spots, which break Monday night on various cable programming, promote the resort chain’s new Total All-Inclusive Club Med vacation packages that include everything — from airfare and lodging to unlimited drinks and sporting activities — in one package. The idea, the agency said, was to update the client’s image to allow them to better compete against high-end resorts.

“Club Med had some misperceptions leftover from the 60s, 70s and 80s,” said agency evp, chief creative Joel Sobelson, citing its reputation as a hangout for those seeking basic facilities and substandard food. In addition to the all-inclusive offering, Wunderman was charged with promoting the client’s renovated properties and the variety of activities.

One spot, targeting adult couples, shows visitors frolicking on the beach, riding on a sailboat and enjoying the resorts’ fine dining and massage services.

“Totally gone native. Totally un-buttoned up,” a voiceover says, as value packages appear onscreen. The voiceover continues: “Totally Mmmm. Totally Ahhh. Totally wet. Totally playful. Totally unlimited. You’ll totally want to do it again.”

Another spot, targeting families, touts the resorts as “Totally family time” and “Totally better than a theme park.”

Closing each spot is information about different package deals — visitors can save up to $420, for example — and a toll-free number to call for booking vacations.

The spots are running for the next eight weeks on stations including MTV, VH1, The History Channel and the Travel Channel. Planning and buying are handled by Wunderman, a unit of WPP.

A print campaign is also running in daily newspapers across the country.

Spending was not disclosed. Club Med spent about $9 million on media advertising in 2002, per CMR.

Wunderman has worked with Club Med since 2001.