It's no longer 'sex, sex, sex' as Club 18-30 goes upmarket

Once famed for boozy bar crawls and cheeky puns such as "Beaver Espana" and "Summer of 69", Club 18-30 now wants to shake off its sex and sangria image and acquire an air of sophistication.

Once famed for boozy bar crawls and cheeky puns such as "Beaver Espana" and "Summer of 69", Club 18-30 now wants to shake off its sex and sangria image and acquire an air of sophistication.

To move upmarket, the travel company has embarked on a £1.5m marketing campaign to convince its target market that its holidays bear more resemblance to an exclusive club than an alcohol-fuelled free-for-all.

In the past, Club 18-30 adverts have sparked controversy by playing on an images of sexual and alcoholic excess. Two years ago, the RSPCA was enraged by an advert in which a dog observed Club 18-30 clients through the window of a Spanish apartment, before trotting off to engage in sexual acts more familiar to humans than hounds.

In 1995, a poster campaign with the tagline "It's not all sex, sex, sex" prompted more than 300 complaints and was deemed capable of causing "widespread offence". Nudity and sexual innuendo are conspicuously absent from the new campaign, which taps into a desire to "be on the list" to gain entrance to parties and gigs.

In a film noir-style cinema advert, an incompetent detective who attempts to prevent a man jumping off a building with disastrous results is deemed to be "not on the list". It is the first of a series of adverts created by Saatchi and Saatchi, featuring bumbling idiots who are not cool enough to make it on to the list. The campaign, which revolves around a website, www.beonthelist.com, will also include poster, magazine, radio and viral e-mail advertising.

It follows Club 18-30's decision 18 months ago to drop its signature bar crawls, in favour of a programme based around going to music events and to fashionable clubs.

The company hopes to distance itself from the bad press that came on the back of the ITV fly-on-the-wall documentary series Club Reps, when the spotlight fell on the drunken antics of young female holidaymakers in the Greek resort of Faliraki.

A Club 18-30 spokesman insisted many of the stories that appeared in the press involved tourists travelling with rival tour operators. He said: "It's a conscious attempt to communicate what we're really about and what the brand represents. It doesn't represent sex and booze-filled holidays."

"Beaver Espana ran 10 years ago. It's probably one of the most value-for-money campaigns that anybody ever bought into, if you think that people are still talking about it ten years on. What has happened over the years is, because of the high profile the brand has, we haven't had to spend a significant amount on marketing.

"But because we have been less proactive, the perception and myths that have built up about what the brand stands for have been unchecked. It has evolved over the years to become something that a lot of people perceive it not to be."

Kate Stanners, the creative director on the campaign, said: "The club scene, fashion and the holiday scene have become more and more sophisticated, so Club 18-30 have responded accordingly."

Dave Henderson, one of the creative team that designed the series of adverts, said: "We couldn't continue to sell it on sexual excess and booze excess, but we have tried to keep the humour in the campaign."

FUN IN THE SUN: THE AD CAMPAIGNS

Beaver España

In 1995, the Advertising Standards Authority received 314 complaints about a series of posters with strap lines containing heavy sexual innuendo, including "Beaver España", "Summer of 69" and "It's not all sex, sex, sex. There's a bit of sun and sea as well".

Mosquito

In this 1995 television advert, a mosquito bites the naked buttock of a young man, drinks his blood and flies off, becoming increasingly dizzy and hitting a window.

Perspectives

A 2001 print campaign with shots of beautiful people in provocative poses won the Grand Prix for travel and leisure advertising at the Cannes International Advertising Festival the following year.

Doggie Style

A cinema advert for the holiday company in 2002 featured a dog spying on Club 18-30 clients before trotting off to mimic their human-style sex acts.

Be on the List

An edgy cinema advert portrays Club 18-30 as a sophisticated holiday destination, with access to exclusive clubs and parties.

Start your day with The Independent, sign up for daily news emails
Have you tried new the Independent Digital Edition apps?
ebooks
ebooksA celebration of British elections
News
i100
Arts and Entertainment
Billie Piper as Brona in Penny Dreadful
tvReview: It’s business as usual in Victorian London. Let’s hope that changes as we get further into the new series spoiler alert
Arts and Entertainment
Sarah Lucas, I SCREAM DADDIO, Installation View, British Pavilion 2015
artWhy Sarah Lucas is the perfect choice to represent British art at the Venice Biennale
News
science
Arts and Entertainment
No Offence
tvReview: No Offence has characters who are larger than life and yet somehow completely true to life at the same time spoiler alert
News
Chuck Norris pictured in 1996
people
  • Get to the point
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

iJobs Job Widget
iJobs General

SThree: Trainee Recruitment Consultant - Dublin

£13676.46 - £16411.61 per annum + OTE: SThree: SThree Trainee Recruitment Cons...

Ashdown Group: Marketing or Business Graduate Opportunity - Norwich - £22,000

£18000 - £22000 per annum + training: Ashdown Group: Business and Marketing Gr...

SThree: Trainee Recruitment Consultant

£20000 - £25000 per annum + Commission: SThree: Are you great at building rela...

Ashdown Group: Database Analyst - Birmingham - £22,000 plus benefits

£20000 - £22000 per annum + excellent benefits: Ashdown Group: Application Sup...

Day In a Page

General Election 2015: Ed Miliband's unlikely journey from hapless geek to heart-throb

Miliband's unlikely journey from hapless geek to heart-throb

He was meant to be Labour's biggest handicap - but has become almost an asset
General Election 2015: A guide to the smaller parties, from the the National Health Action Party to the Church of the Militant Elvis Party

On the margins

From Militant Elvis to Women's Equality: a guide to the underdogs standing in the election
Amr Darrag: Ex-Muslim Brotherhood minister in exile still believes Egypt's military regime can be replaced with 'moderate' Islamic rule

'This is the battle of young Egypt for the future of our country'

Ex-Muslim Brotherhood minister Amr Darrag still believes the opposition can rid Egypt of its military regime and replace it with 'moderate' Islamic rule, he tells Robert Fisk
Why patients must rely less on doctors: Improving our own health is the 'blockbuster drug of the century'

Why patients must rely less on doctors

Improving our own health is the 'blockbuster drug of the century'
Sarah Lucas is the perfect artist to represent Britain at the Venice Biennale

Flesh in Venice

Sarah Lucas has filled the British pavilion at the Venice Biennale with slinky cats and casts of her female friends' private parts. It makes you proud to be a woman, says Karen Wright
11 best anti-ageing day creams

11 best anti-ageing day creams

Slow down the ageing process with one of these high-performance, hardworking anti-agers
Juventus 2 Real Madrid 1: Five things we learnt, including Iker Casillas is past it and Carlos Tevez remains effective

Juventus vs Real Madrid

Five things we learnt from the Italian's Champions League first leg win over the Spanish giants
Ashes 2015: Test series looks a lost cause for England... whoever takes over as ECB director of cricket

Ashes series looks a lost cause for England...

Whoever takes over as ECB director of cricket, says Stephen Brenkley
Fishing for votes with Nigel Farage: The Ukip leader shows how he can work an audience as he casts his line to the disaffected of Grimsby

Fishing is on Nigel Farage's mind

Ukip leader casts a line to the disaffected
Who is bombing whom in the Middle East? It's amazing they don't all hit each other

Who is bombing whom in the Middle East?

Robert Fisk untangles the countries and factions
China's influence on fashion: At the top of the game both creatively and commercially

China's influence on fashion

At the top of the game both creatively and commercially
Lord O’Donnell: Former cabinet secretary on the election and life away from the levers of power

The man known as GOD has a reputation for getting the job done

Lord O'Donnell's three principles of rule
Rainbow shades: It's all bright on the night

Rainbow shades

It's all bright on the night
'It was first time I had ever tasted chocolate. I kept a piece, and when Amsterdam was liberated, I gave it to the first Allied soldier I saw'

Bread from heaven

Dutch survivors thank RAF for World War II drop that saved millions
Britain will be 'run for the wealthy and powerful' if Tories retain power - Labour

How 'the Axe' helped Labour

UK will be 'run for the wealthy and powerful' if Tories retain power