Sandals Resorts has debuted its new multimillion-dollar global advertising campaign, using the “Made of Caribbean” tagline.
The all-inclusive operator of Sandals and Beaches Resorts has also unveiled “an evolved visual identity” which is designed to inspire travellers through “authenticity, expertise and a genuine connection to the islands”.
The omnichannel campaign will launch on January 7 in the UK, spanning email marketing, social and digital display advertising, print advertising including national press, consumer magazines and trade, out-of-home advertising and audio. TV advertising will also be running throughout the year.
Adam Stewart, executive chairman of Sandals Resorts International, said: “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.”
A film narrated by Stewart showcases the traditions and natural beauty of the Caribbean.
The global campaign will unfold across various platforms and touchpoints throughout 2025 to include print ads in leading publications as well as additional creative concepts and media moments.
Jenny Sowerby, marketing director Unique Vacations UK, an affiliate of the worldwide representative of Sandals and Beaches Resorts, said: “A tremendous amount of work and research has gone into the launch of this campaign and we’re excited to finally see it all come to life.
“The Caribbean is at the heart of every Sandals and Beaches vacation, so it was only right to bring it to the forefront as part of this brand evolution.”
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