SHANGHAI, February 11, 2015 – Witness the strategic move in Club Med strategy in China with the launch of Joyview by Club Med. The world’s leading holiday brand introduces a new concept, offering premium short holidays to Chinese urban consumers. Club Med, a French resort chain with over 70 resorts in 30 countries, has been a pioneer in providing worry-free, multicultural holiday experiences for 65 years. Delve into the evolution of Club Med’s strategy in China, marking a significant shift in the holiday and recreational services landscape.

Labbrand, a leading China-originated global brand consultancy, worked closely with Club Med to create the new brand. Based on consumer insights, Labbrand developed brand positioning and brand architecture strategy, as well as brand signature (logo), visual identity system and the new brand’s Chinese and English names.

“The inviting brand name Joyview calls people to immerse in the great natural landscape and share the joy with their loved ones”, said Amanda Liu, VP & Creative Director at Labbrand.

Joyview by Club Med provides premium short holiday retreats within 2-3 hours’ drive from major cities in the belief that holidays spent out in nature add more colors to life.

Joyview by Club Med is currently developing two resorts at Changli Gold Coast in Qinhuangdao and at Anji, Zhejiang Province, to bring unique offerings to China’s holiday resort market. It plans to develop more resort in China in the coming future.

Club Med Strategy in China – About Club Med

With a heritage of over 60 years, Club Méditerranée, commonly known as Club Med, is a leading French corporation of vacation resorts. Club Med is considered the original all-inclusive resort. The brand operates over 70 resorts in 30 countries.

About Labbrand

Labbrand is a leading China-originated brand consultancy, working collaboratively with consumers & corporations to build and strengthen brands through culturally relevant actions. To achieve success and brand innovations, Labbrand seamlessly coordinates research, strategic decisions, and creative implementation.