Taking Miss Malini
for a Maldives Getaway

Club Med – Influencer Outreach

The Situation

Club Med is a French group of resorts that is driven to free urban spirits from the stress and anxiety of city life. With close to 80 properties in tranquil, exotic destinations like Thailand, Maldives and Indonesia, they were the perfect holiday partners for families and couples to relax and unwind in the midst of nature.

In order to establish themselves as the most preferred destination, they wanted to highlight the all-inclusive vacation experience that is offered in their properties

What We Did

If we wanted families to choose Club Med, we needed to show- case their offerings through the voice of an opinion leader.So we designed a digital advocacy campaign with a social influencer who would appeal to our audience – celebrity blogger Miss Malini.

We invited her along with her husband and friends to visit the Club Med Kani, their Maldives property, for an all-expenses-paid trip.
To kick things off, Miss Malini announced on her social media pages that she is taking a break with the following message-
“I am off to Club Med Kani, Maldives for a week! Follow #desigirl- traveler tweets while I live the #clubmedlife!”

With that perfect beginning, a personalized itinerary was created for the group, which brought alive the Club Med experience. With Miss Malini tweeting, posting and blogging with our hashtags #clubmedlife and #desitravellergirl, her followers learned about more about the property, including the gourmet dining, the calming ambience and the exotic spa.

We also ran an engaging contest where the group had to creatively name the shades of blue of the ocean, where the winners were given a digital watch.

The Results

The #clubmedlife campaign got visibility across all the social media channels of Miss Malini, reaching her 6 million + followers. She re-tweeted Club Med posts, pictures, and videos, and what’s even better- she and her friends were talking about Club Med for an entire week across Facebook, Twitter, Instagram, Google Plus and Four Square. Even popular icon Nikhil Chinappa commented on the great time Miss Malini was having at Club Med!

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