Carat's data planning team devised two mailings, one to existing prospects from Club Med's database, and another to cold prospects bought from lifestyle lists. The creative was developed by DM and digital agency Communique Group.
This is the first time the travel company has used an external company to plan its direct marketing, which is normally handled in-house.
Club Med is France's largest travel and tourism company, with revenues of €1,985 million.
Its holidays offer a mixture of sport and leisure activities and are designed to cater for different types of people, including families, but it is best known for its packages for the 18-30 age group.
Carat has worked with Club Med since 1998 when it won its media buying, later acquiring the planning brief when it was moved from Optimedia last January without a pitch. The company spends around £500,000 a year on press, online and radio promotions.
Carat Data Planning also plans direct mail campaigns for British Gas and Royal Mail amongst others.
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