Sandals Resorts Unveils "Made of Caribbean" Campaign
Sandals Resorts International has launched its new global brand campaign, "Made of Caribbean," celebrating the vibrant spirit, rich traditions, and natural beauty of the Caribbean. Developed in collaboration with Leo Burnett and global brand consultancy Wolff Olins, the campaign marks a bold evolution in Sandals' storytelling and visual identity.
Narrated by Executive Chairman Adam Stewart, the campaign's brand film highlights Sandals' deep-rooted connection to the Caribbean, its people, and culture. Stewart emphasized, "We are Caribbean. It’s part of our soul, and we want to share this joy with the world."
The campaign features two centerpiece spots:
- "Three Things" for Sandals Resorts, showcasing the unique adventures and authentic experiences that define Caribbean travel.
- "Memories" for Beaches Resorts, a family-focused journey through the wonder of travel, seen through a child's eyes.
The campaign includes omnichannel activations across TV, digital, print, and social media, starting December 28. Highlights include a prominent presence during New Year's Eve celebrations in Times Square, including an ad spot on Dick Clark’s New Year’s Rockin’ Eve with Ryan Seacrest.
Wolff Olins collaborated with Sandals Resorts to refresh its visual identity, uniting the Sandals and Beaches brands with a shared color palette, typography, and graphic language. This new aesthetic reflects the ethos of "Natural Vibrancy," blending the richness of Caribbean culture with modern design.
A Legacy of Innovation
Adam Stewart credited his father, Gordon "Butch" Stewart, for pioneering Sandals’ vision of Caribbean excellence. "He believed the Caribbean was worthy of deep exploration and that its people are the most welcoming in the world. This campaign is a testament to his legacy."
The "Made of Caribbean" campaign underscores Sandals' and Beaches' commitment to delivering world-class all-inclusive experiences while championing the region's heritage, people, and natural beauty.
