Media planning is to be handled by Starcom, while Dentsu will be in charge of buying.
The campaign, due to be unveiled next year, will be developed in partnership with luxury goods specialist PublicisEtNous, and will take a holistic approach incorporating CRM and an online presence.
The campaign, due to be unveiled next year, will be developed in partnership with luxury goods specialist PublicisEtNous, and will take a holistic approach incorporating CRM and an online presence.
The move follows the installment of new management at Club Med, with what Beacon’s president Nicolas Menat describes as “strong ambition” in Japan, and is part of a global drive on the part of the tour operator to move its image up-market.
The company has recently upgraded many resorts throughout Japan and closed some of its cheaper ones.
The challenge, explained Menat, will be to increase awareness and understanding of the brand in Japan.
