Beautiful beaches, lounge chairs dotting white sand, a resort full of never-ending pina coladas…. We all love the thought of a tropical vacation. It’s the perfect break from reality. But how do destinations draw in visitors over their Caribbean-beachfront competitors? Destination marketing.
Take this 1984 Club Med ad as an example. By the 80s, the French brand had established the “all-inclusive” vacation concept. But copycat resorts started to spring up. To stand out, Club Med started advertising their properties as the quintessential vacation experience. The photo of the tanned couple jogging down the shore against bright blue water might look cheesy now, but it shows exactly what was intended: the vacation we all want.
“Imagine for a moment, nothing. No clocks. No ringing phones. No traffic jams. No radios. No newspapers. No crowds. Now imagine this. An island village where aqua seas brush dazzling white shores. Where lush green palms line wandering pathways. Where crystal blue skies change magically to golden sunsets. Where you can indulge in everything from windsurfing, snorkeling and tennis, to afternoon classes in water aerobics or painting, to secluded moments on miles of sun-drenched beach…”
This describes what vacations are all about. A break from normal life, sunny beaches and breathtaking views, access to any luxury you could ask for. This ad may bring us straight back to the 80s, but it still makes us want to hop on the next plane and enjoy some island life.
FUN FACT: There are about 700 islands, islets, and reefs in the Caribbean, but only about 2% of them are actually inhabited. (Source: WonderfulWanderings)