Club Med is launching its first integrated campaign in Canada, a tongue-in-cheek effort aimed at establishing the brand as a leader in all-inclusive mountain vacations.

Called “The Mountain Made Me Do It,” the campaign was developed with agency partner McCann Montreal, which won the assignment last spring. The campaign places its emphasis on Club Med’s recently opened Charlevoix resort, as well as its resort in the French Alps, and aims to demonstrate how the company’s “all-inclusive experience is unique,” says Dave Roberts, ECD at the agency.

The goal of the campaign is to show how, with an all-inclusive trip, travelers can feel empowered to kick back and fully enjoy their vacation rather than worrying about individual particulars. It showcases many of the benefits to a Club Med vacation, from fine dining to free ski lessons.

“When everything is taken care of, guests are truly free to let go of their inhibitions and just have fun,” he says. “We’re very excited about how this new platform will allow us to communicate the emotional benefits of these experiences to potential guests.”

Club Med has been working in recent years to build its profile in Canada, particularly since opening the Charlevoix resort. McCann has played a key role in those efforts, while also helping to promote its global locations as well.

This new campaign, comprised of print, digital and video, is running across a mix of channels in both English and French. Dentsu Canada handled media for the campaign.