Client and Sector
Client: Cap France — a French cooperative network of more than 80 holiday villages and hotel-clubs operating under an associative model, present across various regions of France.
Sector: Tourism and hospitality, offering full-board and all-inclusive holiday packages for individuals, families, and groups.
Challenge
A vacation that demands managing children’s needs, activities, cooking, and commuting is far from relaxing. Cap France needed to clearly promote its All Inclusive offer—truly restorative vacations—using a tone that resonates with families and highlights the relief of actual rest.
Approach
Working with .becoming, Cap France created a playful and friendly campaign centered around the slogan: “Partez en Vacances Vacances” (Take a real vacation). The strategy focused on showcasing the benefits of the All Inclusive offer through cheerful, engaging messaging that conveyed the idea of genuine rest.
Execution
Media integration:
The campaign was rolled out across multiple media channels, including subway displays, TV & cinema, digital, press, and social media ads. This multi-channel deployment maximized reach across family audiences. la RéclameStratégies
Timing:
Launched in January 2023 with an activation period stretching from January 6 to February 13, the campaign reinforced Cap France’s positioning at the start of the peak booking season. Stratégiesla Réclame
Tone and visuals:
Bright, light-hearted imagery and messaging captured the essence of All Inclusive at Cap France—relaxation, ease, and carefree family moments—encapsulated in three distinctive visuals.
Results
Results
Brand perception:
The campaign effectively communicated the promise of a real vacation—reducing stress, increasing family well-being—and reinforced Cap France’s identity as a trusted provider of genuine rest.
Strategic impact:
By combining media like subway displays and social ads with TV and press coverage, Cap France reinforced its visibility and appeal during peak planning times.
