This action won European Excellence PR Awards in December 08 (http://www.excellence-awards.eu/)

1. 22 April IAB NetCafé
Club Med Belux Social Media Campaign
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Ine @ Chamonix

2. Impact of Social Media on world wide travel industry
Travel: most developed e-commerce sector and most impacted by Word of
Mouth
Trip advisor = 20M unique visitors /month
Nielsen study in 2007 shows :
4 out of 10 travellers are reading blogs, are sharing pictures and/or are taking
part in virtual visits to learn about their destinations
1 out of 4 answer or post comments on social networks
2/3 are watching movies or listening to podcasts before making a travel
reservation
Page 2 | Club Med Belux | IAB Netcafé

3. Some Trends
66% of travellers feel that User-Generated Content* is more trustworthy than
the information on professional sites
Impact of USG on the decision making process and on the purchasing of
holidays
24% of travellers change opinions after having consulted UGC
51% use UGC to fine-tune their selection
23% use USG so as to confirm their holiday choice
15% use USG to pick their final destination
User-Generated Content* represents a yearly spending of 10 billion dollars,
amongst which are online reservations
* = sites the contents of which has been created entirely by consumers (text, audio, video, etc.)
Page 3 | Club Med Belux | IAB Netcafé

4. In Belgium, it’s just the beginning
Internet has become THE forst information source when preparing a holiday:
80% of clients consult Internet when preparing their holidays
… but only official informations at the moment
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5. So we decided to make a first try on Social Media
Objectives:
Establish a first dialogue with Belgian bloggers
Communicate Club Med USP’s & values amongst surfers thanks to real & neutral
blogging experiences
Respecting our marketing objectives:
Position Club Med as an innovative & modern brand
Preinforce Club Med’s online visibility
Page 5 | Club Med Belux | IAB Netcafé

6. Ine@Chamonix
Social Media action relayed on influential Belgian blogs
Concept:
A blogger sended to Club Med Chamonix in order to give a live impartiel
feedback on her stay
She tested everything possible (Ski, Spa, Restaurant, …) during 3 days
Means: Blog + Interactive banner (Twitter + Flickr)
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7. On Ine’s blog (www.monuments.nu)
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8. On Ine’s blog (www.monuments.nu)
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9. Relayed on belgian blogs via an interactive banner
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10. Relayed on belgian blogs via an interactive banner
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11. Bannering Results: Sunday 6th April – Wednesday 9th
April
59 102 Impressions
277 clicks
0.47% CTR
17 629 contacts
3.4 impressions / contact
1.57 clicks / contact
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12. We had some additionnal surprises when blogs relayed
the action in Belgium
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13. And even in other countries
France Brasil
Canada
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14. Cherry on the cake : Important national press
De Morgen 11th April
Le Soir 9th April
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15. Page 15 | Club Med Belux | IAB Netcafé