In an ambitious move that highlights its commitment to authenticity, Sandals Resorts has unveiled a multimillion-dollar advertising campaign featuring the tagline “Made of Caribbean.” Set to launch later this month and developed in partnership with Chicago-based Leo Burnett, the campaign endeavors to reshape perceptions surrounding the Sandals and Beaches brands often anchored to romantic getaways such as honeymoons and weddings. According to Adam Stewart, the executive chairman of Sandals Resorts, the marketing effort is built on the ethos that while weddings and romantic escapes form a part of their portfolio, they represent merely a fraction of what Sandals offers. “We do a lot of weddings and honeymoons, but we’re way more than that,” Stewart asserts, emphasizing the broader experiences awaiting guests at their resorts.
The campaign acts as a testament to the notion that understanding and accessibility to the rich Caribbean culture go hand-in-hand with a luxurious vacation. Recognizing guests often perceive the all-inclusive model as a barrier to venturing outside the resort grounds, Sandals desires to challenge this stereotype. Stewart notes, “We love for our customers to go off-property and explore… and really connect with the true Caribbean.” By encouraging exploration of local economies, cuisine, and communities, the brand endeavors to present an integrated travel experience rather than a sheltered holiday.
The “Made of Caribbean” campaign is poised to leverage multiple advertising platforms ranging from television and print to social media, and even out-of-home placements, including a prominent feature in Times Square on New Year’s Eve. One of the notable aspects is the campaign’s dual launch initiative. The two primary advertisements, titled “Three Things” and “Memories,” will target distinct market segments—adults seeking an intimate getaway and families pursuing meaningful vacations, respectively. These distinct narratives aim to emphasize the versatile nature of both the Sandals and Beaches brands.
Furthermore, the strategic emphasis on travel advisors underscores the importance of industry partnerships for Sandals Resorts’ sustained success. The introduction of new digital content will serve as a vital resource for travel agents, enhancing their ability to promote Sandals effectively. As Stewart indicated, this fresh material could potentially stimulate unprecedented demand from the travel advisors’ clientele.
As the Caribbean tourism industry faces a challenging landscape marked by various factors in 2024—ranging from domestic political climates like the U.S. elections to a competitive European travel scene—Sandals Resorts appears to hold steadfast. Although overall Caribbean tourism numbers are on the decline, Stewart asserts that Sandals has remained a frontrunner within the sector. External challenges, such as the heightened attention surrounding events like the Paris Olympics or active hurricane seasons, may have dampened travel enthusiasm, yet, he draws attention to the resilience of the brand, citing November as the all-time best month for bookings in their history.
With optimism for the future, Stewart reflects positively on the post-election climate, linking the recovery of the stock market to increased consumer willingness to engage in leisure travel purchases. He highlights that, despite recent challenges, 2025 is shaping up to be a promising year for the brand.
Simultaneously, Sandals is set to undergo significant expansion, with new properties, Beaches Exuma and Beaches Runaway Bay, currently under construction. In the coming weeks, further announcements regarding additional projects are expected, signaling a robust commitment to growth. Moreover, Stewart has indicated an ongoing strategy for rejuvenating existing resorts to elevate them to contemporary standards.
With a portfolio comprising 17 Sandals resorts spread across several Caribbean destinations, inclusive of Jamaica, Barbados, and St. Lucia, the company is continuously striving to refresh its offerings. Stewart emphasizes that both existing and upcoming resorts will benefit from high-level renovations, aligning them with the cutting-edge standards established at recently opened properties, including Sandals Saint Vincent.
In this dynamic landscape, Sandals Resorts stands poised not only to retain relevance but also to redefine vacation experiences in the Caribbean, integrating luxury with rich cultural engagement—ultimately encapsulating the essence of “Made of Caribbean.”
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