International resort group, Club Med, last night (Thursday February 28th) launched a new sales & marketing strategy and announced new plans for the Australasian-Pacific region at a gala event - Showcase 2002 � at Sydney�s hip new Bambu restaurant.

The new direction is part of a global push by Club Med and it is being spearheaded by Managing Director (Aust/NZ/Pacific) Franck Gueguen who took up the regional leadership last year.

Club Med, which has 140-plus resort properties in Europe, North and South America, Africa and Asia has spent more than $500 million over the past three years revamping its properties and streamlining operations. Under renovation are its properties at Lindeman island and Moorea. Club Med is looking for new opportunities to open new villages within the asia/pacific region.

The centrepiece of the new regional marketing strategy is an aggressive new pricing policy aimed at attracting more Australians through Club Med�s doors.

With an enviable 83 per cent repeat business rate, Club Med wants to introduce as many new people as possible to its unique holiday style on the basis that the majority will return.

The good news for the traveller is that lead-in prices will be cheaper � especially for Lindeman Island and Bali - replacing the myriad of ad hoc specials and discounts previously on offer from Club Med.

The new strategy is also aimed at simplifying sales for travel agents and making it easier for them to demonstrate Club Med�s all-inclusive concept and value for money.

Club Med�s most popular destinations, Lindeman Island and Bali, have been made especially affordable. The lead in price for five nights at Lindeman ex Sydney is now $1499 (down from $1760). Five nights at Bali (ex Sydney) is $1499 (down from $1895). Five nights at Cherating Beach, Malaysia (ex Sydney) is $1299 (down from $1740).

Club Med�s all-inclusive deal includes: return airfares, twin share accommodation, airport taxes, superb meals in a choice of restaurants -with wine, beer and soft drinks-, a vast range of activities and sports � most with free tuition � kids clubs, and evening entertainment.

Mr Gueguen, said Club Med had built an exceptional 88 per cent brand awareness in Australia over the past decade. Now, the company was moving into a more mature phase, shifting its advertising strategy away from softer brand led marketing to more focussed retail advertising aimed at generating sales.

The campaign is being headed up by Club Med�s new National Marketing Manager Caroline Chapple, who joined the company in December last year, and National Sales Manager Denise Daynes, who took up her new post in early January this year.

Ms Chapple said there was a constant need to refresh marketing activity in the competitive tourist industry, especially in the present cautious climate.

�We�re fortunate Club Med is such a household name. It gives us the freedom to concentrate on sales. Nevertheless we are operating in changed global circumstances and that requires innovative and responsive marketing,� she said.

The new pricing will be effective from May 1st 2002.

For bookings call Club Med on 1800 258 2633. For media information call RF Media on 02 9660 8000 or rfmedia@ozemail.com.au.

1 March 2002