Club Med Launches "The Art of Free Time" Campaign
The global brand campaign, developed with agency BETC, marks Club Med's 75 years of operation.
Updated on Nov. 11, 2026 in Adventure Travel
Club Med has launched a global brand campaign titled "The Art of Free Time," developed with creative agency BETC. The campaign includes a 63-second cinema film, TV spots, and 10 campaign images.
Why it matters
The campaign is rooted in Club Med's 75-year history and its founding philosophy of "Happiness Here and Now." It frames the resort brand's identity around the experience of free time for travelers.
The campaign comprises a 63-second cinema film, TV spots, and 10 campaign images, with imagery shot in Punta Cana and La Rosière. Club Med's first village opened in Mallorca in 1950, and the brand now marks 75 years of operation.
The players
Club Med
Club Med is a French-founded all-inclusive resort brand that has operated for 75 years, beginning with its first village in Mallorca in 1950.
BETC
BETC is a French creative advertising agency that developed the "The Art of Free Time" campaign for Club Med.
The details
Director Fleur Fortuné and photographer Tom Emmerson worked on the campaign, which was developed with creative agency BETC. The campaign images depict locations including Punta Cana and La Rosière.
Timeline
1950: Club Med's first village opens in Mallorca.
- 2026-11-11
The campaign "The Art of Free Time" is unveiled.
Travel Outlook
The campaign ties Club Med's branding to its 1950 debut village in Mallorca, extending that origin into a 75-year anniversary narrative. It positions the all-inclusive resort brand around the idea of unstructured leisure time.
Travelers researching Club Med resorts will see the new campaign imagery from locations such as Punta Cana and La Rosière. The campaign itself does not describe booking changes, pricing, or availability.
The takeaway
Club Med's campaign shows how a long-running travel brand can connect a historic founding story with its present-day offer. Travelers can use the brand's stated philosophy of "Happiness Here and Now" as a lens when comparing all-inclusive resort options.
Further reading
Explore more on Adventure Travel for context on the resort brand's broader travel landscape.
Source note: This article includes information reported by Travel Daily Media.
