Club Med has launched a new brand for the China market – Joyview, offering premium short breaks in China located within a short drive of major Chinese urban centres.
Joyview by Club Med is developing two resorts at Changli Gold Coast in Qinhuangdao and at Anji, Zhejiang Province, which will focus on luxury stays in natural surroundings and targeted to city dwellers.
“The inviting brand name ‘Joyview’ calls people to immerse in the great natural landscape and share the joy with their loved ones,” said Amanda Liu, creative director at Labbrand, the agency who developed the brand identity with Club Med.
All the short holiday retreats will be located about 2-3 hours’ drive from large cities and more resorts are being planned in the future.
It is part of Club Med’s strategy to aggressively expand in China, and was recently acquired by Chinese investment firm Fosun International.
Club Med has more than over 70 resorts globally including three in China.
