In an innovative move poised to reshape perceptions, Sandals Resorts has unveiled a multimillion-dollar advertising initiative, titled “Made of Caribbean.” This campaign, developed in collaboration with Chicago’s Leo Burnett ad agency, aims to highlight the essence of the Caribbean while addressing prevalent misconceptions about the Sandals and Beaches brands. By focusing on the broader experiences these resorts provide, the campaign seeks to reposition the brands in the minds of potential travelers.
Traditionally, Sandals Resorts has been synonymous with honeymoons and romantic getaways. However, Sandals’ executive chairman, Adam Stewart, emphasizes that these events only constitute a small fraction of their overall business. “We do a lot of weddings and we do a lot of honeymoons, but we’re way more than that,” Stewart explains. This campaign pushes back against the narrow view many have held and aims to communicate that Sandals offers a rich tapestry of experiences which extend far beyond than just couple-centric packages.
The message is clear: families, adventure-seekers, and cultural enthusiasts are all welcome at Sandals properties. The campaign depicts the resorts as gateways to not only luxurious accommodations but also an array of adventures and cultural interactions that truly embody the Caribbean lifestyle.
One significant aspect of the “Made of Caribbean” initiative is its encouragement for guests to step off the resort grounds and immerse themselves in the vibrant local culture. Stewart articulates a desire for guests to embark on explorations of the islands’ picturesque landscapes, engaging with the local populace, indulging in street food, and discovering hidden gems. By doing so, Sandals positions itself not merely as a sanctuary for sunbathers but as a launchpad for authentic Caribbean experiences.
This invitation to explore contrasts sharply with a common perception of all-inclusive resorts, which often suggest an insular vacation. Instead, Sandals is promoting a narrative that suggests their all-inclusive setting provides a secure base from which guests can connect meaningfully with the broader community.
The campaign’s launch is notable for its extensive reach, including television, digital platforms, social media, print, and prominent billboard placements in high-profile locations, such as New York City’s Times Square during the New Year’s Eve festivities. Two main commercials, “Three Things” and “Memories,” will debut to redefine the characteristics of the Sandals and Beaches brands. This multifaceted approach ensures that the brand’s messages resonate widely with diverse potential guests.
Further showing their commitment to enhancing travel advisor partnerships, Sandals aims to equip agents with new digital materials, fostering education and showcasing the evolving brand identity. Stewart believes that this initiative will generate unprecedented demand for travel advisors, allowing them to better serve their customers.
Despite facing hurdles, such as the impact of the recent U.S. elections and a competitive European travel market, Sandals remains a leading player within the Caribbean tourism sector. Stewart cites an increase in bookings post-elections, indicating a positive trend as market dynamics stabilize.
Moreover, with a record-setting booking month in November, Sandals appears to be not only recovering but thriving. “Now that the election is behind us, the stock market has rallied, impacting travel purchases,” adds Stewart optimistically, highlighting that 2025 holds promise.
The “Made of Caribbean” campaign coincides with Sandals’ ambitious plans for expansion, featuring new resorts and renovations of existing properties. The Beaches Exuma in the Bahamas and Beaches Runaway Bay in Jamaica are under development, and Stewart hints at more projects to be announced imminently.
In total, Sandals boasts 17 resorts across several Caribbean destinations, with ongoing renovations to elevate guest experiences. Stewart emphasizes a commitment to continual improvement and excellence, bringing establishments up to the standards showcased at more recent resorts like Sandals Saint Vincent, which opened in 2024.
With the “Made of Caribbean” campaign, Sandals Resorts is not simply marketing a vacation destination but crafting an invitation to explore the heart and soul of the Caribbean experience. By addressing misconceptions, encouraging local engagement, and showcasing the diversity of offerings, Sandals is reshaping its narrative and solidifying its position at the forefront of Caribbean hospitality. Whether for couples, families, or adventurers, Sandals Resorts aspires to be a meaningful part of the Caribbean journey for all visitors.
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