Sandals Resorts has unveiled a new campaign titled “Made of Caribbean,” heralding a significant shift in its brand strategy. This multi-million dollar initiative is set to launch on December 28 and showcases the company’s deep connections to the Caribbean region.
As part of the campaign’s rollout, Sandals has also refreshed its visual identity, designed to inspire travelers through authentic connections and a celebration of Caribbean culture. Adam Stewart, Executive Chairman of Sandals Resorts, emphasizes the company’s heritage, saying, “My family has called the Caribbean home for more than six generations. We are Caribbean, and we want to share these unique experiences with the world.”
The campaign will feature a film narrated by Stewart, providing a narrative around Sandals’ Caribbean roots and the essence of the islands that influenced its offerings. The creative platform celebrates the authenticity and uniqueness of both the Sandals and Beaches Resorts.
Mikal Pittman, Executive Vice President and Creative Director at Leo Burnett, collaborated with brand consultants Wolff Olins to develop the campaign. He remarked, “Sandals and Beaches Resorts are uniquely ‘Made of Caribbean,’ which is a part of their identity.” This new direction aims to highlight the unique experiences that epitomize the Caribbean lifestyle.
According to Tony Cortizas, Chief Marketing Officer for Unique Vacations, Inc., the campaign represents a bold step forward in telling the story of Sandals and Beaches. “With a staggering 40% of guests returning, Sandals has established itself as a global leader in the all-inclusive resort sector,” he stated. The brand enjoys widespread recognition, as nearly 80% of individuals have experienced or heard of it.
The campaign rollout will take place across various platforms, including television, digital media, print, social encounters, and outdoor advertising. Notably, there will be a prominent advertisement on New Year’s Eve in Times Square. The initial ads, “Three Things” and “Memories,” aim to redefine the adults-only Sandals brand and celebrate family-centered experiences offered by Beaches Resorts, respectively.
Adam Stewart expressed deep gratitude toward the teams at Leo Burnett and Wolff Olins, saying, “Made of Caribbean encompasses the true heart and soul of our organization.” He acknowledged the legacy of his father, Gordon “Butch” Stewart, the founder of Sandals, who believed in the Caribbean’s potential for exploration and the warmth of its people.
“His vision lives on in everything we do, and it is with great pride that we declare to the world, we are ‘Made of Caribbean,’” Stewart concluded.
