Club 18-30 has a reputation for wild, boozy holidays, which was helped along by risque ad campaigns including the 1995 "Beaver Espana" and "Wake up at the crack of Dawn" executions that drew more than 500 complaints.
Other memorable campaigns include Saatchi & Saatchi's award-winning poster campaign from 2002, showing people who at first glance appeared to be carrying on innocently, but on closer inspection were all engaged in some form of sexual activity.
Club 18-30 has been trying to move away from its wildly hedonistic image -- partly due to media exposes of the goings-on at resorts attracting young British tourists, including the arrest of three Club 18-30 reps in 2003 for organising illegal bar crawls.
It has also been forced to adapt to travellers' changing habits, as more young people eschew package travel to organise their own holidays. Club 18-30 has responded by highlighting that they offer more than just package deals, with an ad campaign that made no mention of sex or alcohol, also created by Saatchi & Saatchi.
Thomas Cook is reported to be selling four divisions, including Club 18-30. The others up for sale are skiing and sailing operator Neilson, the villa holidays group Style, and Sun World, an Irish travel brand, according to the Sunday Times. It says that private equity groups are the most likely buyers.
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