by Brian Major
Last updated: 10:35 AM ET, Fri December 20, 2024
Sandals Resorts is emphasizing its Caribbean roots and expertise
with the launch of “Made of Caribbean,” a global, multi-media advertising
campaign developed by the Chicago-based Leo Burnett agency.
Describing the campaign's messaging as a “new brand direction of
pure Caribbean expression,” the campaign will launch December 28 across television,
digital, print, social, and out-of-home advertising channels in key markets,
say company officials.
Video will feature narration by Adam Stewart, Sandals’ executive
chairman, who stressed the company’s desire to act as a “champion” for the
Caribbean and its people.
“Our product had advanced ahead of the marketing,” Stewart
said in an interview with TravelPulse. “There was more happening in the
Caribbean. That’s what we think Sandals represents today.”
Stewart said the campaign will solidify the company’s authenticity,
expertise and genuine connection to the Caribbean.
“We weren’t telling a big enough story,” said Stewart. “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.
“[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.” – Adam Stewart, Sandals Resorts (Photo by Marsha Mowers)
Agency surveys and other research extending more than two years indicated consumers
harbored misconceptions about the all-inclusive hospitality brand,” Stewart
said.
“Some thought the brand was a celebrations brand for weddings
and honeymoons, and that’s when you come to Sandals,” he said. “Some people didn’t
understand the sophistication of the company."
Overall, Sandals’ status as a Caribbean-based company operated
by a “family has called the Caribbean home for more than six generations,” in Stewart’s
words, was less understood.
“[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,” said Stewart, “plus the waterfalls, rivers and mountains. That’s
what we think Sandals represents today.”
The campaign’s first spots will highlight individual facets
of the adults-only Sandals brand and the family-oriented Beaches Resorts
properties.
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