#Caribbean #Sandals Resorts #Jamaica #Montego Bay #Beaches Resorts

Sandals Resorts Launches 'Made of Caribbean' Campaign

In a bold step towards celebrating the diverse cultures of the Caribbean, Sandals Resorts unveiled its latest global advertising campaign, "Made of Caribbean," developed in collaboration with Leo Burnett. Announced on December 19, 2024, this innovative initiative aims to connect travelers with the rich heritage and vibrant lifestyles of the Caribbean islands, emphasizing authenticity and genuine experiences for all guests.

A New Era for Brand Identity

The campaign not only introduces a new promotional direction but also brings forth an evolved visual identity in collaboration with Wolff Olins. This redesign reflects a fresh approach to how the Sandals and Beaches brands communicate, enhancing their shared experiences through a unified color palette and graphic language. As a pioneer in the all-inclusive resort market, Sandals aims to strengthen its connection to the island culture and showcase the diverse beauty that defines the Caribbean.

The Narrative Behind the Campaign

The immersive elements of the "Made of Caribbean" campaign are encapsulated in a brand film narrated by Sandals' Executive Chairman, Adam Stewart. This film highlights the enchanting spirit, longstanding traditions, and stunning landscapes of the Caribbean. The narrative showcases the company’s commitment to uplifting the islands and its inhabitants, emphasizing the shared legacy of hospitality that has welcomed guests for over four decades.

Captivating Visuals and Unique Stories

One of the campaign's launch spots, titled "Three Things," captures the breathtaking experiences uniquely available at Sandals Resorts. It seeks to redefine perceptions by revealing deeper connections to the region's vibrant culture and adventures. Meanwhile, Beaches Resorts presents viewers with a touching portrayal of family vacations through its commercial "Memories," which invokes the joy and wonder seen through a child's eyes while exploring the Caribbean.

A Multi-Channel Launch

The expansive omnichannel campaign is set to officially launch on December 28, 2024, spanning various platforms including television, digital media, print, and outdoor advertising geared toward key markets. Notably, the excitement will culminate in a significant moment on New Year's Eve with a striking presence in Times Square, perfectly synchronized with the iconic ball drop. Additionally, the campaign will incorporate captivating video displays and Sandals-branded ridesharing vehicles buzzing through major cities like New York and Chicago.

Strengthening Community Bonds

Adam Stewart expresses deep-rooted pride in the development of the campaign, noting that his family has called the Caribbean home for six generations. The aim is to share the authenticity and joy of Caribbean experiences with the broader world. Leveraging insights from over 40 years in the hospitality sector, Stewart insists that the joy found within these islands is worth celebrating and should be experienced universally.

A Lasting Impact on Vacation Expectations

The new campaign promises to take vacationing to new heights, moving beyond the standard all-inclusive offerings. By focusing on warm hospitality, carefully crafted culinary experiences, and unique adventures, Sandals Resorts is set to offer travelers an unparalleled opportunity to immerse themselves in Caribbean culture fully.

Looking Ahead

With significant investments in creative executions and marketing strategies, the "Made of Caribbean" campaign is poised for expansive growth throughout 2025. It will include magazine features in well-established publications like Travel and Leisure and Condé Nast Traveler, along with engaging brand activations. As noted by Tony Cortizas, Chief Marketing Officer for Unique Vacations, Inc., the story of Sandals and Beaches will reach more audiences than ever, showcasing the Caribbean’s beauty like never before.

Ultimately, the "Made of Caribbean" campaign is more than an advertising initiative; it’s an invitation to embrace the Caribbean spirit, explore breathtaking locations, and create lasting memories with loved ones in a uniquely rich cultural setting.