Cannes Lions

RESORTS

PUBLICIS GRAFFITI, Buenos Aires / CLUB MED / 2005

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Overview

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Credits

Overview

Description

Instead of intensifying the mass media campaign, the proposal was to give away this T-shirt at the annual end of year party which Club Med throws for their sales force (tourist agencies), to generate greater empathy with them.

Outcome

Last summer, all weeks in Brazilian locations were sold and they even had to create additional charter flights. The relationship with the tourism agencies was strengthened and made friendlier. Even today, comments about the shirts arise in various conversations.

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