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Sandals, Beaches Resorts Go For Brand Refresh With 'Made Of Caribbean'

 

Sandals and Beaches Resorts is ushering in a new era with a global campaign showing what the brand is made of.

Created alongside agency partner Leo Burnett -- appointed AOR in September -- the global “Made Of Caribbean” campaign debuts a brand platform and visual identity developed in collaboration with brand consultancy Wolff Olins.

“‘Made of Caribbean’ encompasses the true heart and soul of our organization," Sandals Resorts Executive Chairman Adam Stewart said in a statement.  "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 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.”

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At the heart of the campaign is a brand hero video narrated by Stewart, who implores viewers to “take a closer look” at Sandals and discover that it has “so much more to offer” with its all-inclusive activities and deep connection to the island’s culture.

The multichannel campaign kicked off Dec. 28, and is running across linear TV, digital, print, social media, and out-of-home platforms. A pair of launch spots -- “Three Things” and “Memories” p-- romote Sandals and Beaches resorts, respectively. Campaign initiatives for “Made of Caribbean” will continue releasing across a variety of platforms throughout 2025,  according to a release from the brand describing it as a “multimillion-dollar campaign.” Upcoming initiatives include a “high impact” OOH installation in Times Square for New Year’s Eve; an ad running during “Dick Clark's New Year's Rockin' Eve with Ryan Seacrest”; and print ads in publications including Travel and Leisure, Condé Nast Traveler and Town and Country.

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