A former Kraft marketer, de Chorivit joins from Club Med's head office in Paris, where he was director of marketing co-ordination NMEA (new markets Europe and Africa). He will take up his role as UK managing director at the end of this month.
Club Med launched the first phase of its global rebrand in 2004 to make its resorts more luxurious. The three-year renovation programme included the addition of spas, plush suites and wider customer choice across its portfolio of 64 properties.
De Chorivit will be responsible for handling the second phase of its repositioning, marketing the brand as 'luxurious but friendly' in the years up to 2010.
This month, Club Med is launching a global ad campaign to promote its latest 'Where happiness meets the world' positioning. In the UK, it will run digital, direct and press ads, which break this week, to promote its summer holidays. A second tranche will follow in March, and a push to launch its winter-sun and ski-season ranges will break in September.
The work has been created by Publicis et Nous, which was appointed in May to handle Club Med's £60m global
creative account following a four-way pitch against McCann Erickson, DDB and incumbent Publicis Conseil (Marketing, 23 May 2007). Media is handled by Carat.
The all-inclusive holiday firm is planning a raft of fresh initiatives this year, including environmental programmes for children at its resorts.
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