Word: trigano
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Dates: during 1980-1989
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With all the marketing savvy of a Hilton or Sheraton, Club Med is urging companies to take over villages for conferences and as sales-incentive rewards to employees. Frenchman Gilbert Trigano, 65, hardly talks like a man who flirted with Communism before he founded Club Med. Now the organization's president, he says that "we make a special effort for corporations. They are especially precious...
...Club Med as a plum for good performance. Says Philippe Morot, a Total executive: "It is remarkable what work gas-station managers will do to win." Other corporate clients have included Japan's Sony and Nikon, as well as Harley-Davidson and Pizza Hut from the U.S. Trigano plans to step up efforts to attract American companies with a "Club Med Corporate" campaign that will appear in business magazines starting in September...
...personal computers for executives to toy with when far away from the office. The new appeal to companies helped increase Club Med's revenues by 17% last year, to $843 million, and profits by 8%, to $38 million. For executives who have no time to go to the beach, Trigano is working on bringing the beach to them. He is starting to build a series of indoor "tropical spaces" in urban centers. Since May a prototype has been open just outside Vienna, complete with waves that wash sandy beaches, palm trees, controlled heat and artificial sun. Trigano has plans...
...Trigano thinks Club Med would be luring more corporate clients were it not for its original racy reputation as a place for swinging singles. Says he: "There is an extraordinary difference between the image people have of a Club Med village and what it actually is. Paradoxically, we are almost trapped, caught between our image and the reality." But with all those computers and golf courses, corporate types are beginning to feel right at home...