In the competitive world of travel and hospitality, brand storytelling has become more than just a marketing tool — it's a bridge between global identity and local connection. Few understand this better than Brendah Nyakudya, Communications and PR Manager for Club Med Southern Africa.

With a rich background in journalism and lifestyle media, Nyakudya knows how to translate the brand's premium all-inclusive offering into narratives that resonate with diverse African audiences. In this special Q&A, she shares insights on crafting compelling campaigns, tailoring messaging for local markets, building meaningful media relationships and navigating the evolving PR scene in the travel sector.

 

How do you approach building a consistent brand narrative for a premium travel brand like Club Med across Southern Africa?

At Club Med, our brand story begins with a global identity which encompasses premium all-inclusive holidays, unforgettable experiences and the magic of human connection. In South Africa, we make that story locally relevant by aligning with what matters most here: family, shared moments, discovery and aspirational travel. 

We keep our messaging consistent across the board, whether it's in the call centre, on social media, or through influencer campaigns, by staying grounded in our purpose: to become the most desirable lifestyle brand and help people reconnect with themselves and each other through joyful, worry-free holidays in the world's most beautiful destinations.

 

What role does storytelling play in Club Med's overall communications strategy?

Storytelling is the heartbeat of everything we do. 

A Club Med holiday isn't just a getaway; it's a series of feel-good moments that stay with you long after you've unpacked. From a South African family learning to ski in the Alps to a couple falling in love with island life in the Maldives, we use storytelling to spark emotion and connection. 

It's how we bring the Club Med spirit to life — that unique mix of fun, adventure and L'Esprit Libre. And immersive content helps us share the warmth and sense of belonging that makes our brand so special. We're not just selling destinations; we're inviting people into a lifestyle they'll want to return to again and again.

 

How do you tailor communication strategies for different African markets while maintaining brand consistency?

South Africa is a wonderfully diverse country, so we tailor our messaging to suit each audience while staying true to our brand DNA. Our core message remains the same: "premium, all-inclusive escapes" but how we tell that story shifts depending on who we're talking to in order to make sure our message lands, regardless of the audience.

 

What's the biggest communications challenge when promoting a global brand in the local African context?

The main challenge lies in preserving the essence of a brand while letting it speak with a voice that's inclusive, nuanced and culturally aware. 

One of our biggest hurdles is educating the local market on what "premium all-inclusive" really means because, let's face it, not everyone's experienced the authentic all-inclusive offering. There are also some misconceptions that Club Med is a timeshare or that “all-inclusive” equals a limited or restricted experience. So, we work hard to highlight the quality and value for money our guests receive in a way that feels aspirational without watering down our premium positioning in the market. 

 

What makes a media pitch stand out in the lifestyle and travel sectors?

It's all about curation and connection. Editors can spot a generic pitch a mile away — they want stories that feel tailor-made for their readers. A strong pitch adds value, aligns with their editorial voice and taps into current trends or themes. 

That's where personalisation matters. When you understand a publication's beat and tailor your angle, whether it's a timely trend or human story, your pitch stands out. 

Add great visuals and an exclusive hook, and you're not just pitching; you're collaborating in storytelling.

Take this example: ahead of the school holidays, we pitched "Why All-Inclusive Holidays Are a Game-Changer for Multigenerational Families" to a parenting and lifestyle publication. With custom imagery and a story tied to real travel challenges, it landed because it was timely, relevant and helpful.

 

How do you foster long-term relationships with media and influencers in the region?

It all starts with mutual respect and genuine collaboration. We don't just engage when there's something to promote; we build ongoing relationships. In addition to this, we offer curated experiences like “Momcations”, familiarisation (Fam) trips to our resorts and regular check-ins. 

We aim to find and provide opportunities to co-create content that feels authentic and meaningful for both parties. We also give our partners the freedom to express the Club Med story in their own voice, as long as it aligns with our brand ethos. 

Creativity works best when it's not scripted. 

Consistency, transparency and showing appreciation go a long way in keeping those relationships strong.

 

How do you balance promotional messaging with informative and experiential content?

We aim for an 80/20 balance. 80% storytelling and value-driven content, 20% direct promotion. Our goal is to inspire before we sell. So instead of leading with a discount, we might showcase a family's day at a Club Med sun resort and let the visuals and emotions speak for themselves.

We also love weaving in travel tips, destination insights and cultural nuggets to keep the content engaging and helpful, not just salesy. The result? A brand that feels more like a trusted travel friend than a billboard.

 

What trends are currently shaping the travel and hospitality PR landscape in Africa?

Here are the big ones we're seeing:

  • Meaningful Travel: People are seeking rich, authentic experiences over flashy luxury.

  • Micro- and Nano-Influencers: Smaller followings, deeper engagement — that's where the trust is.

  • Local Relevance: Messaging must feel rooted in South African realities and values.

  • Sustainability Matters: Brands are expected to walk the talk on environmental and social impact.

  • Cross-Platform Storytelling: Print, digital, video, reels, podcasts… it all needs to connect.

 

What do you think sets apart a great communications strategy from a good one?

A good strategy communicates. A great one connects. 

It's not just about pushing messages; it's about building a brand that people want to belong to. The best strategies are grounded in insight, shaped by emotion, timed to perfection and flexible enough to evolve with the world.

At Club Med, we focus on creating content that adds value, sparks joy and turns our audience into storytellers and advocates.

That's how brands grow beyond marketing and become movements.

 

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*Image courtesy of Canva