Club Med is a late entry in the incentive trips and business gatherings segment of the travel industry. They are anything but a top-of-mind choice. In fact, focus groups with travel planners confirmed that Club Med was thought of as a hedonistic, yuppie-thronged venue with bare-bones amenities and no interest in, or understanding of, the world of business. The task was to maximize a very small budget and begin building awareness and changing perceptions. Marketing Pathfinding developed a small-space trade campaign, supported by co-ordinated collateral, that contrasted stress-inducing business terminology with photography of enticing and relevant Club Med scenes. The campaign was launched, and over 50 qualified leads were generated for each ad that ran. The sales team could barely keep up, and loved having that problem.