Tourism icon Club Med has appointed Radar Communications to handle its first Australian-developed digital campaigns.
The appointment follows a three-month pitch process against four undisclosed agencies.
Radar will handle Club Med's digital strategy, creative, media buying, search engine optimisation, search engine marketing and social media.
Radar's first work created for Club Med will be a mobile app, to be unveiled next month.
Traditionally, Club Med's Australian advertising has been run from overseas.
Last year Club Med announced it would be closing its only Australian property on Lindeman Island in Queensland. The company will likely seek to capitalise on Australia's strong dollar in luring local tourists to its overseas resorts.
Club Med general manager for Australia and NZ, Quentin Briard, said: "The Australian market for travel products is a highly dynamic one, and the online space is the dominant source for information, media and sales. Radar impressed us with their strategic thinking, especially for how we can start to do things very differently here in Australia and as we move the brand into a more premium space."
Radar director, Andrew Robertson, said: "Working with a brand like Club Med in a digital capacity is incredibly exciting. They spend nearly 100% of their budget online, so they're not only digital savvy, they're actually asking us to push the limits strategically and creatively."
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