Sandals Resorts is set to introduce an innovative multimillion-dollar advertising campaign that aims to reshape perceptions of its offerings. Initiating later this month under the banner “Made of Caribbean,” the campaign encompasses a broad array of marketing strategies developed in collaboration with the renowned Chicago-based ad agency, Leo Burnett. This initiative aspires to highlight the brand’s rich Caribbean heritage and challenge commonly held misconceptions, particularly that Sandals and Beaches primarily cater to honeymooners and wedding parties.
Executive Chairman Adam Stewart emphasizes that while weddings and honeymoons are integral to the brand’s identity, they don’t define it wholly. “We do a lot of weddings and we do a lot of honeymoons, but we’re way more than that,” Stewart remarked during an interview with Travel Weekly. This candid revelation indicates a pivot in the brand’s marketing strategy, focusing on a wider audience that includes families, adventure seekers, and travelers looking for unique experiences beyond traditional romantic getaways.
To effectively transmit this message, the campaign intends to spotlight the diverse range of experiences available at Sandals and Beaches resorts, reinforcing the notion that there is something for everyone. Stewart elaborates on the brand’s allure, indicating that guests are not just confined to their resorts but are encouraged to immerse themselves in local culture by exploring the surrounding natural beauty, indulging in authentic street food, and shopping from local artisans. This narrative positions Sandals as a gateway to the broader Caribbean experience.
The “Made of Caribbean” campaign is poised for an extensive rollout across various platforms, including television, digital media, print, social networks, and impactful out-of-home advertisements. Notably, the campaign will feature a high-visibility spot in Times Square, an emblematic location known for its bustling energy and wide audience reach, especially on New Year’s Eve.
The campaign will kick off with two distinct launch videos. The first, titled “Three Things,” aims at redefining the adults-only Sandals brand, while the second, “Memories,” shines a light on the family-oriented Beaches brand, underscoring the nostalgic value of shared vacations. This dual focus not only broadens the brand’s appeal but also connects emotionally with potential customers.
The Evolving Landscape of Caribbean Travel
Despite facing challenges in the Caribbean tourism sector in 2024, including a slowdown attributed to the U.S. election cycle and a surge in European travel demand, Sandals has proven its resilience. Stewart notes that November set a record for the highest booking month in the company’s history, indicating a strong recovery as consumer confidence returns post-election. Economic indicators, such as the stock market’s upward trajectory, are also positively influencing leisure travel, further inciting optimism for the upcoming year.
Stewart’s analysis also points to the significance of fluctuations in consumer sentiment, particularly in relation to external factors like political climates and global events, which can disrupt travel trends. However, with such challenges come opportunities for innovation and adaptation.
As part of this strategic rebranding initiative, Sandals Resorts is not merely focused on marketing but is also embarking on substantial expansions and renovations. The upcoming Beaches Exuma in the Bahamas and Beaches Runaway Bay in Jamaica are just a couple of projects aimed at enhancing the overall guest experience. Stewart hints at forthcoming announcements regarding new developments, signifying that the brand has ambitious plans to continue evolving.
Additionally, Sandals is committed to upgrading its existing resorts to align with the standards set by its latest properties, such as the newly opened Sandals Saint Vincent, which debuted in March 2024. The objective is clear: elevate the quality and appeal of all locations to maintain a competitive edge in a fluctuating market.
With comprehensive plans for expansion, sustained commitment to quality, and an innovative marketing approach, Sandals Resorts is not merely rebranding itself; it is redefining the Caribbean travel experience. By embracing a more inclusive identity and encouraging deeper connections with the local culture, Sandals aims to attract a diverse clientele, ultimately inviting a broader audience to explore the beautiful and varied landscapes of the Caribbean. As the travel industry continues to rebound, Sandals’ forward-thinking proposition makes it a compelling choice for travelers looking for an authentic and memorable getaway.