Sandals Resorts has launched a multi-million dollar campaign, "Made of Caribbean," signalling a new brand direction.
Alongside the campaign, the all-inclusive resort company introduced an updated visual identity that aims to inspire travellers through connections and the spirit of the islands.
“My family has called the Caribbean home for more than six generations and there is no one who knows or loves this region more. We are Caribbean. We believe the Caribbean connects us all, it’s part of our soul and we want to share these unique experiences and this joy with the world,” said Adam Stewart, Executive Chairman of Sandals Resorts.
The campaign will launch on 28DEC with a film narrated by Stewart that showcases the company's Caribbean roots.
“Sandals and Beaches Resorts are exclusively and uniquely 'Made of Caribbean,’ that is who they are,” said Mikal Pittman, EVP, Executive Creative Director at Leo Burnett, which created the campaign along with brand consultants Wolff Olins. “The creative platform is designed to celebrate their authentic self and lays the foundation for the next stage of the brands’ evolution.”
Tony Cortizas, Chief Marketing Officer for Unique Vacations, Inc., an affiliate of the worldwide representative of Sandals and Beaches Resorts, said the new campaign is a bold step forward for sharing the Sandals and Beaches story.
“Sandals pioneered all-inclusive resorts in the Caribbean and with over 40% of guests returning again and again, the brands enjoy unbelievable worldwide recognition, with nearly eight in ten people having heard of or experienced it. For a family-owned, regional hospitality company to have such a global impact is remarkable.”
"Made of Caribbean" will roll out across TV, digital, print, social media, and outdoor ads, including a New Year's Eve Times Square spot.
It kicks off with two ads: "Three Things," which redefines the adults-only Sandals brand, and "Memories," showcasing the family-centered Beaches brand and the lasting joy of family vacations.
“Made of Caribbean encompasses the true heart and soul of our organization,” said Stewart. “We are so deeply grateful to the teams at Leo Burnett and Wolff Olins for beautifully capturing who we are at our core.
"My father and Sandals Resorts’ founder Gordon “Butch” Stewart, built these world class brands through celebrating the place he cherished so deeply. He believed with unwavering certainty that the Caribbean was worthy of deep exploration – and that its people, the most welcoming in the world, are a constant source of joy," Stewart said.
"His vision lives on in everything we do, and it is with great pride and gratitude that we declare to the world, we are ‘Made of Caribbean.'"
