Club Med moves ahead with Chinese resort plans

Club Med is moving forward with plans to launch a new brand dedicated to the needs of its Chinese guests.

Following the French all-inclusive resort operator’s recent acquisition by Chinese company Fosun, Club Med has now confirmed that it will develop Joyview by Club Med – a new brand it says will allow “Chinese urban consumers a chance to experience premium short holidays in China”.

Club Med currently operates three resorts in China, including the Club Med Dong’ao Island (pictured)
Club Med currently operates three resorts in China, including the Club Med Dong’ao Island (pictured)
The concept was first unveiled last year, as part of the company’s plans to target the fast-growing Chinese market. And Club Med has now appointed Labbrand, a China-based global brand consultancy, to oversee the development of the new product.

Labbrand’s remit is to develop the complete brand positioning for Joyview, including its logo, visual identity and Chinese name.

“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, vice president & creative director at Labbrand.

Designed for the short break market, Joyview resorts will be located in destinations within two-to-three hours’ drive of China’s major cities.

Initially, Club Med is developing two Joyview resorts; one in Qinhuangdao, a popular seaside resort east of Beijing, and another at Anji, a nature resort area within easy access of Shanghai and the major urban centres in China’s Yangtze Delta region.

The company said it also plans to develop more resorts in China in the future.

Currently Club Med operates more than over 70 resorts worldwide including three in China, located in the scenic countryside of Guilin, the ski resort of Yabuli and the southern island of Dong’ao.

sourced:traveldailymedia.com