Sandals New Ad Campaign Reinforces 'No Worry' Vacations
PHOTO: The pool bar at Sandals' property in Barbados (Courtesy Sandals Resorts).
Sandals Resorts is making history with its new "No Worry Movement" advertising campaign, which marks the first time the Jamaican-owned brand has looked to and aligned its advertising with a Caribbean entity.
Perhaps just as notably, the campaign, which was created by Miami-based Hunter Hamersmith Advertising, was able to secure rights to use Bob Marley's song "Three Little Birds" as the backdrop, a privilege rarely granted by the Marley Estate. The Estate extended its support even further when Skip Marley, grandson of the late reggae icon and a rising entertainer in his own right, lent his own take to the song and cut a fresh version expressly for the campaign.
“Our advertising agency had been working on the ‘No Worry’ concept for months and felt its success would be predicated on the rarely-granted use of Marley’s ‘Three Little Birds.’ We were thrilled when word came from the Marley Estate granting permission,” said Gordon “Butch” Stewart, Sandals Resorts International chairman and founder.
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Set against this classic song, the campaign encourages audiences to "Join the No Worry Movement," and reinforces the resorts' credo of soup-to-nuts service, where guests find that their every whim is taken care of. Building upon the "Closer You Look" campaign, which launched two years ago and focused on the many inclusive features that set Sandals Resorts apart from the competition, consumers are reminded again how a Sandals vacation means a worry-free vacation.
The multi-media No Worry campaign debuted to a North American audience on Jan. 1 and features print, online and television ads that encourage consumers to share their #noworrymoment over social channels. Set against images of crystal blue waters and happy couples, the ads enhance Marley's relaxed music and message and provide a fresh modern take.
“Since the very beginning, our brand has been focused on making it easy for couples to enjoy a romantic, luxury Caribbean beach vacation. Our new campaign brings this very simple idea to life,” Stewart said. “In words, images and great music by Jamaica’s own Bob Marley, we’re saying don’t worry about a thing – come, relish the time you have together. We’ve made sure that all that you could desire is provided; amazing accommodations, great food, wine, drinks, watersports and so much more. At Sandals Resorts, guests don’t have to worry about a thing.”
The campaign will continue to unveil further elements, including consumer opportunities, as the campaign unfolds over the first half of the year. Gary Sadler, senior vice president of sales for Unique Vacations, an affiliate of Unique Travel Corp., worldwide representatives for Sandals Resorts, has said a complementary business-to-business campaign for the influential trade is also set to debut this month.
“We are creating a movement, a No Worry Movement. So don’t worry about a thing, it’s all good and it’s all at Sandals,” said Stewart.
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