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Club 18-30 to have another makeover

Posted in Advertising, Marketing, Branwell Johnson, Latest reporters' blogs May 19th, 2008 by Branwell Johnson

Club 18-30 eh? It’s been a long long time since campaigns such as “Y beaver espana” but such was the impact of those loud, louche campaigns in the heyday of the brand that public perception lags a long way behind the current holiday offering.

Now Club 18-30 has appointed Nexus/H to handle its integrated advertising and participate in the new positioning and work on a new logo for the brand. I do seem to recall following the tales of drunken yobbery in Faliraki and elsewhere five years ago Club 18-30 asked Saatchi & Saatchi to help it reposition and tone down its “sex and sangria” type messages. Now it seems to want to move its beach umbrella again.

Apparently the brand wants to get the word out that its offers beach holidays alongside the hedonistic trips for clubbers and socialising opportunities. Hmm. Even now, in less frenetic times, from what I hear about the holidays people don’t go for the sedentary beach lounging but for the activities and excursions.

Incidentally, you have to doff your cap to parent company and family holiday specialist  Thomas Cook, which has managed to keep its errant child at arm’s length. Those in the holiday business know the two are linked but most of those signing up probably don’t. It’s a feat worthy of Green & Blacks and Cadbury’s or PJ Smoothies and Pepsi.

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