Sandals Launches ‘Made of Caribbean’ Campaign to Showcase Heritage

Sandals Resorts is redefining its brand identity with the introduction of “Made of Caribbean,” a comprehensive, multi-media advertising campaign designed by the renowned Leo Burnett agency in Chicago. Set to roll out on December 28, this global initiative aims to accentuate Sandals’ deep Caribbean roots and expertise through a mix of television, digital, print, social media, and out-of-home advertising channels across key markets.

Adam Stewart, Sandals’ Executive Chairman, will narrate the campaign videos, highlighting the brand’s commitment to celebrating and championing the Caribbean and its people. “Our product had advanced ahead of the marketing,” Stewart remarked in a TravelPulse interview, indicating a shift towards a more genuine representation of what the Caribbean offers and what Sandals embodies today.

The campaign represents a strategic move to rectify consumer misconceptions about the all-inclusive hospitality brand, which were uncovered through extensive research conducted over two years. Stewart noted that while many recognize Sandals as a destination for weddings and honeymoons, there is less awareness of the brand’s sophisticated offerings and its integral role within the Caribbean community. This research underscored the need for a refreshed marketing approach that conveys the brand’s comprehensive engagement with the Caribbean’s vibrant culture and natural beauty.

Sandals’ longstanding presence in the Caribbean, operated by a family with over six generations of history in the region, plays a pivotal role in the campaign. Stewart expressed a desire to highlight the company’s support for local economies, including craft vendors, tour operators, and the rich array of excursions available to guests, from exploring lush rainforests and rivers to experiencing the local culinary scene.

“Made of Caribbean” seeks to showcase both the adults-only Sandals brand and the family-oriented Beaches Resorts properties, emphasizing each brand’s unique attributes while celebrating their Caribbean essence. This campaign is poised to reinforce Sandals’ status as an authentically Caribbean, sophisticated hospitality leader, inviting travelers to experience a deeper, more enriching connection to the islands’ offerings.

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