Finaliste - Best Communication Campaign
Belambra Clubs
Campaign - Créateur d’Émotions
Cette candidature n'est disponible qu'en anglais / This application is only available in English.
In 2018, Belambra Clubs launched an innovative communication campaign based on the brand's unique values and proposition, “Belambra Clubs, Créateurs d’Emotions”, with the objective to boost its awareness and enhance its brand perception.
Belambra Clubs is the number one holiday resorts operator in France with 56 units across most famous and beautiful seaside and winter locations providing unique holiday experiences for families and groups.
To sustain its strong development strategy and growth the group has launched a new brand campaign. Revealed in January 2018, the group’s new brand signature and TV campaign “Belambra Clubs, créateur d’Emotions” has established itself in the minds of the general public, thanks to its originality and innovative aspect, breaking the codes of classic communication in the sector with strong creative bias. The new signature embraces the group mission which differentiate itself from competition: far from being another holiday destination, Belambra Clubs design a unique and unforgivable experience for each of its customer, building strong memories and emotions.
The signature is illustrated by powerful visuals showing the perfect mix which makes Belambra experience so unique: kids clubs, sports options, delicious regional food served buffet style, entertainments, being all perfectly organized and mastered by highly involved “Belambra Teams” bringing and sharing emotions with customers.
The film was designed and shot by famous duo directors Greg and Lio (winners of “Victoires de la musique” best video clip 2017 and 2018) represented in France by Quad Production. Greg and Lio have been able to immerse themselves in Belambra culture, while adding an innovative aspect to the project. The spot create emotions by perfectly mixing scenes that shake up reality and oneiric images and memories. Through their use of creative perspectives, of double-exposure and effects, Greg & Lio breathe life into every frame they shoot.
New signature and campaign visuals were declined in 2018 marketing and communication actions helping to twist both a more modern and warm image perception in addition to differentiating us from our competitors.
The results of the campaign are very positive with strong increase of web traffic (direct) of 48% week 3 of the first TV wave (January) and a 8.6 points (from May to August 2018) increase in global awareness throughout 2018 with peaks during TV campaign waves.
This brand campaign represents a turning point in Belambra Clubs' communication strategy which objective is to become the most preferred French holiday brand.
