In an innovative move aimed at reshaping perceptions, Sandals Resorts recently announced the launch of an extensive advertising campaign with the evocative tagline “Made of Caribbean.” Spearheaded in collaboration with the renowned Chicago-based advertising agency Leo Burnett, the campaign seeks not only to reflect the company’s deep-rooted Caribbean identity but also to challenge widespread misconceptions about its offerings.
Sandals Resorts’ executive chairman, Adam Stewart, emphasized the multifaceted nature of the brand. “While we are well-known for weddings and honeymoons, which do represent a portion of our business, they are just one aspect of what we provide,” he stated. This new campaign is designed to illuminate the full range of experiences Sandals Resorts offers, reinforcing its identity as a comprehensive travel destination rather than being pigeonholed into categories defined solely by romantic milestones.
An essential theme of the “Made of Caribbean” campaign is to dispel the stereotype that all-inclusive resorts isolate guests from the rich culture and refreshing adventures that the Caribbean has to offer. Stewart highlights Sandals’ commitment to encouraging guests to explore beyond the resort’s gates, diving into the vibrant local culture by discovering the region’s natural beauty, cuisine, and markets. By fostering this connection with the true spirit of the Caribbean, Sandals aims to enhance guests’ experiences and promote a more authentic understanding of local life, weaving a richer tapestry of their stay.
A Multi-Platform Approach
The campaign will leverage a diverse array of advertising platforms, including television, digital media, print, social networks, and prominent out-of-home placements, with a highly-anticipated showcase in Manhattan’s Times Square on New Year’s Eve. Among the launch materials are two distinctive promotional spots: “Three Things,” which redefines what the adults-only Sandals brand represents, and “Memories,” which focuses on family-oriented experiences offered at Beaches resorts. This strategic use of multimedia is intended to engage a broad audience, showcasing how Sandals and Beaches can cater to a variety of travelers’ needs.
Additionally, recognizing the vital role travel advisors play in their business model, Sandals is launching an “educational journey” aimed at giving agents access to new digital resources. Stewart expressed confidence that this wealth of information will enable advisors to better serve their clients and ultimately drive increased demand for Sandals vacations. “The new material coming out should drive more demand to them than they’ve ever seen before,” he asserted.
While recent trends indicate a dip in Caribbean tourism in 2024 compared to the previous year, Stewart remains optimistic about Sandals’ position within the competitive landscape. He cleverly noted that various external factors, such as the uncertain climate surrounding U.S. elections and global events like the Paris Olympics, have influenced travel patterns and consumer spending. Despite these challenges, Sandals Shops’ record-breaking bookings in November signal a resilient demand for Caribbean experiences.
Indeed, Stewart correlates the recovery of consumer confidence with the performance of the stock market, suggesting that as the economy stabilizes post-election, travel expectations for 2025 are favorable. His insights glean from industry dynamics suggest that the Caribbean could see a renewed surge in popularity as more travelers acclimate to a post-pandemic landscape.
The launch of the “Made of Caribbean” campaign coincides with a significant expansion phase for Sandals Resorts. With ongoing projects such as Beaches Exuma in the Bahamas and Beaches Runaway Bay in Jamaica, the brand is poised for remarkable growth. Adding to this momentum, Stewart disclosed plans for forthcoming projects while also committing to an extensive renovation program across existing resorts.
Currently, Sandals operates 17 resorts across multiple Caribbean islands, while Beaches caters specifically to families with resorts in Jamaica and Turks & Caicos. Stewart noted that renovations are aimed at elevating guest experiences to meet the standards set by newer properties. “We want to bring our existing resorts up to the level of the Sandals Saint Vincent, which opened in March 2024,” he explained, showcasing a commitment to maintaining high standards across the board.
Sandals Resorts stands at an exhilarating juncture, charting a path that interweaves cultural authenticity, consumer engagement, and ambitious expansion. With a campaign that promises to redefine the narrative of Caribbean travel, Sandals is gearing up for an exciting new chapter in its storied legacy.