The tour operator has unveiled details of its latest marketing campaign, created and developed by Saatchi & Saatchi, signalling a change in strategy for the market-leading youth brand.
The firm insists it is not moving away from its popular package deals and will continue to promote itself as the "ultimate party people". The company now hopes to cater for holidaymakers who want accommodation-only breaks or wish to put together their own tailor-made trips. They will also provide extra activities such as scuba diving, paintballing and spa treatments.
The changes come after brand-owner Thomas Cook began looking for ideas on how to make its Club 18-30 brand "less aggressive and male" last year following notorious events in the Greek resort of Faliraki in the summer of 2003. At the time, a spokesman admitted Club 18-30 "had to move with the times".
However, Dave Smithson, PR manager and spokesman for Club 18-30, said the latest move was not a change of image.
"There will be no change of image as such, this has come about after a four-year research project and will reflect what people want for the 21st century, which is greater diversity. We are focusing on our core strengths and the revolution of technology with travel agents and the internet," he said.
The campaign, launching on February 1, will revolve around the Be on the List , due to go live next week. The site will allow people to register online where they will be offered a range of activities and the chance to win tickets to exclusive Club 18-30 parties.
A fully integrated through-the-line campaign will support the internet-based activity featuring press ads and advertorials, radio ads, outdoor posters, viral emails, online advertising, Wap and MMS, PR and exclusive competitions.
Media buying is being handled by BLM and digital by Saatchi & Saatchi X. Lifestyle magazines Cosmopolitan, Company and Maxim will carry ads as well as Miss Selfridge and M&S, while Kiss 100 and Galaxy FM will be used for radio.
Club 18-30 marketing manager Clare Burns said: "The campaign will allow us to communicate and engage our audience in an attractive, inspiring and contemporary way. Once we have engaged these potential consumers with our brand, we will need to ensure that every contact with Club 18-30 confirms this new sense of the brand."
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