Sandals Resorts To Launch New ‘Made Of Caribbean’ Ad Campaign

Sandals Resorts looks back on its Caribbean roots by launching the “Made of Caribbean” worldwide, multi-media advertising campaign. Moreover, the ad campaign, to be launched on December 28, 2024, was developed by the Chicago-based Leo Burnett agency. What is the new ad campaign all about?

Sandals Resorts and its ‘Made of Caribbean’ ad campaign

As noted in the press release, company officials described the ad campaign’s messaging as a “new brand direction of pure Caribbean expression.” Meanwhile, the campaign is set to launch on December 28, across TV, print, digital, social, and out-of-home advertising in key markets.

Moreover, the ad campaign’s video will feature Adam Stewart, Executive Chairman, who said the company’s desire is to act as a “champion” for the Caribbean and its people. Speaking with Travelpulse, Stewart added:

Our product had advanced ahead of the marketing.

There was more happening in the Caribbean. That’s what we think Sandals represents today.

Stewart went on to explain that the ad campaign will solidify the company’s “authenticity, expertise and genuine connection to the Caribbean,” adding:

We weren’t telling a big enough story. We started to go down this road as we unveiled Sandals 2.0; it’s what 2.0 really represented. That led to a huge amount of research, and we learned a huge amount around the brand.

‘Misconceptions of the all-inclusive hospitality brand’

According to Stewart, agency surveys and other research covering over two years revealed that consumers had the wrong idea about the all-inclusive hospitality brand. Some believed the brand was a “celebrations brand” for weddings and honeymoons and that’s why people come to Sandals. Others didn’t understand the sophistication of the company.

Moreover, Sandal’s status as a Caribbean-based company, operated by a family, called the Caribbean home for more than six generations.

[Consumers] didn’t recognize how much of a focus we put on the islands themselves, the whole ecosystem of craft vendors and tour operators and excursions, plus the waterfalls, rivers and mountains. That’s what we think Sandals represents today.

Meanwhile, the campaign’s first ads are set to highlight individual facets of the adults-only Sandals brand and the family-friendly Beaches Resorts properties. Stewart closed by saying:

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.

‘Made of Caribbean’ campaign ads

Among the ads to be released in the Made of Caribbean campaign, the following are two examples.

For Sandals Resorts: “Three Things” takes people beyond the brand’s typical perception, revealing soul-stirring experiences and adventures found only in the Caribbean.

For Beaches Resorts: “Memories” invites viewers on a journey of family vacations through the generations. The spot captures the awe and excitement of travel through a child’s eyes, emphasizing the lasting impact of vacation experiences and how they bring families closer together.

Readers can watch one of the campaign ads below: