Club Med, which specialises in package deals for young holidaymakers, said it would offer savings of up to 30% on holidays booked on Friday to Mondays via the company's on selected destinations within three weeks of the leaving date.
Ready, Steady, Book will aim to target tourists who have greater flexibility of time booking holidays at Club Med, which now features packages to more than 80 destinations worldwide.
Club Med said it had undergone a major image overhaul in the last seven years to remarket itself as a tour operator offering more upmarket holiday destinations and sports activities.
The list of destinations included in the booking offer includes Morroco, Sicily, Provence and Egypt.
Sarah Mason, UK marketing director at Club Med, said: "People tend to book their holidays on the weekend, which is why our Ready, Steady, Book concept is tailored to traveller's booking habits."
The special-offer deals can be booked between 9am on Fridays and 10pm on Mondays via the Club Med website.
In January, Club Med reviewed its global creative account -- estimated to be worth around £60m -- which is currently held by incumbents Publicis Conseil. The Carat-held media account is unaffected by the decision.
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