The company also introducing a new visual identity, developed by Wolff Olins. The platform is designed to enhance an authentic experience in the islands.
The cross-platform campaign will launch Dec. 28, spanning linear television, digital, print, social and out-of-home advertising in key markets. On New Year’s Eve, an OOH placement in Times Square is timed to coincide with the ball drop. A spot also airs during "Dick Clark’s New Year’s Rockin’ Eve with Ryan Seacrest." There are additional video displays in New York and Chicago, with Sandals-branded ride share cars.
“My family has called the Caribbean home for more than six generations and there is no one who knows or loves this region more. We are Caribbean. We believe the Caribbean connects us all, it’s part of our soul and we want to share these unique experiences and this joy with the world,” said Adam Stewart, executive chairman of Sandals Resorts.
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Stewart narrates the longest spot in the campaign. In it, he calls Sandals the "ambassador of the Caribbean's heritage." The work highlights four decades of hospitality and regional offerings.
The campaign kicks off with two launch ads that showcase various facets of Sandals’ and Beaches’ offerings.
For Sandals Resorts, “Three Things” takes people beyond their expectation of the brand, showcasing adventures found only in the Caribbean.
For Beaches Resorts, “Memories” invites viewers on a journey of family vacations through the generations.
“Sandals and Beaches Resorts are exclusively and uniquely 'Made of Caribbean,’ that is who they are,” said Mikal Pittman, executive creative director at Leo Burnett. “The creative platform is designed to celebrate their authentic self and lays the foundation for the next stage of the brands’ evolution.”
Throughout 2025, print ads will appear in Travel and Leisure, Condé Nast Traveler, Town and Country and Travel Weekly, as well as brand activations.
Sandals has 17 beachfront resorts in Jamaica, Antigua, Saint Lucia, The Bahamas, Barbados, Grenada, Curaçao, and Saint Vincent and The Grenadines.