Frankfurt – September 10, 2026 -- Club Med is rolling out a new global brand platform called "The Art of Free Time," set to launch worldwide on September 7, 2026. The campaign reframes free time as a modern luxury and updates the brand's founding motto, "Happiness Here and Now," for today's travelers.
The campaign centers on choice over constant productivity
Rather than promoting specific destinations or amenities, the concept invites travelers to decide freely between activity and rest, adventure and doing nothing at all. Club Med frames this flexibility itself as the new form of luxury, contrasting it with a culture of constant availability and performance pressure.
BETC, Fleur Fortuné and Tom Emmerson built the visual campaign
Club Med worked with creative agency BETC, director Fleur Fortuné, and photographer Tom Emmerson to produce the campaign visuals. The imagery spans locations including the beaches of Punta Cana and the snow-covered peaks of La Rosière, depicting vacations as expressions of personal freedom rather than escapes from daily life.
Armelle Vimont-Laurent, Director Digital Marketing, Brand & Product at Club Med, said free time allows people to experience life more intensely instead of constantly striving to achieve more, calling this idea central to the new campaign.
Research cited includes IKEA and Harvard studies on happiness
Club Med references the "IKEA Life at Home Report,