Sandals Resorts, a leading name in Caribbean luxury travel, is stepping into a new adventure with its latest advertising campaign, “Made of Caribbean.” Slated to launch soon, this multimillion-dollar initiative aims to reshape consumer perceptions about the Sandals and Beaches brands, traditionally renowned for romantic getaways but now revealing a more expansive identity. Crafted in collaboration with the Chicago-based agency Leo Burnett, the campaign encapsulates not just marketing but a profound reflection of Caribbean culture and the authentic experiences it can offer.
For many patrons, Sandals has long been synonymous with honeymoons and weddings—a reputation that executive chairman Adam Stewart acknowledges but also challenges. He emphasizes that while these experiences are important, they represent only a fraction of what Sandals offers. The brand is keen to highlight its versatility, catering to various demographics, including families, couples, and adventure seekers alike. This repositioning invites potential guests to consider Sandals and Beaches locations as destinations for diverse travel experiences rather than being pigeonholed into romantic retreats.
A pivotal element of the “Made of Caribbean” campaign is its intent to dismantle the stereotype that all-inclusive resorts disconnect guests from their surrounding locales. On the contrary, Stewart passionately encourages visitors to engage with the myriad of experiences available outside resort walls. From exploring the mountains and rivers to indulging in local street food and arts and crafts, the campaign promotes an immersive Caribbean adventure that goes beyond sunbathing by the pool. It’s a beckoning to travelers to connect with the heart and soul of the islands, enhancing their journey with a genuine touch of local culture.
The campaign’s rollout includes a multi-faceted approach utilizing television, digital platforms, print, and social media, alongside captivating outdoor placements such as a prominent spot in Manhattan’s Times Square during New Year’s Eve celebrations. The innovative launch will initially feature two advertisements: “Three Things,” which seeks to redefine the allure of the adults-only Sandals brand, and “Memories,” which highlights the family-centric Beaches experience. This comprehensive strategy not only aims to attract new guests but also strengthens Sandals’ connection with loyal patrons.
Recognizing the essential role travel advisors play in the brand’s success, Sandals is committed to facilitating an “educational journey” through fresh digital content tailored specifically for these professionals. Stewart expresses confidence that this upcoming material will empower travel advisors, ultimately leading to increased demand and enhanced client experiences. This symbiotic relationship enriches the entire travel ecosystem, creating a narrative that intertwines expert guidance with unforgettable Caribbean adventures.
Despite challenges facing Caribbean tourism, including election-related travel delays, shifting preferences towards European destinations, and fluctuations caused by an active hurricane season, Sandals remains optimistic. With November being the most successful month for bookings in the company’s history, Stewart points to resilience and adaptability as key drivers of the brand’s ongoing evolution. He notes the correlation between leisure travel and economic conditions, underscoring a hopeful outlook for 2025—predicted to be a banner year for travel.
Sandals Resorts is concurrently pursuing an ambitious expansion strategy. With new locations in the pipeline, such as Beaches Exuma in the Bahamas and Beaches Runaway Bay in Jamaica, the brand is poised for growth. Stewart excitedly anticipates announcements regarding additional projects in the forthcoming weeks. Furthermore, ongoing renovations at existing resorts reflect Sandals’ commitment to keeping its offerings fresh and revitalized, ensuring they meet contemporary expectations and standards.
As Sandals Resorts embarks on this transformative journey with the “Made of Caribbean” campaign, it encapsulates not only the essence of Caribbean culture but also a forward-thinking approach to hospitality. By expanding its narrative beyond traditional perceptions, encouraging immersive travel experiences, and strengthening relationships with travel advisors, Sandals is setting a new standard in luxury travel. The future is bright for travelers seeking to explore the multifaceted beauty of the Caribbean, and Sandals is ready to lead the charge into this exciting new era.