Sandals Resorts 40th Anniversary:
40 Years of
Love & Trust

For 30+ years, HH transformed Sandals from a little-known brand into the global icon it is today. So how do we take a super brand and refresh its image as the future of travel without alienating its devoted customer base?

Campaign Results Highlights:

56%

increase in Average Monthly Website Visits, Exceeding Clients Goal.

90%

of all Rooms were
Booked within the first 3 Months of Campaign Launch.

2B+

Campaign Generated Over 2 Billion Media Impressions.

From the moment Sandals opened its first resort in 1981, it built a legacy of being the first at everything and offering the best of everything. This is a brand built on quality and innovations. As it moved into its 40th anniversary, we knew we needed to pay homage to its legacy as an industry leader while showcasing the future of the brand.

So, while Sandals was gearing up for a major rebranding, we created a campaign that would leadup to Sandals 2.0. The “40 Years of Love and Trust” campaign reinforced the core messages of love, luxury, and innovation while highlighting the brand’s expansion into new destinations and modernizations.

Sandals was built on marketing, and a part of that strategy has always been media saturation. The 40th anniversary leveraged this, with an award-winning media strategy that featured :15 and :30 commercials, CTV, Streaming, Linear, National Broadcast, inflight, and print and digital ads. The centerpiece of the campaign was a new brand brochure, which offered an innovative approach that had never been done.

This strategy paid off with more than two billion media impressions delivered. But the real metrics were found in the bottom line. The campaign boosted direct traffic to the Sandals website by 56%. Within the first three months of the campaign, 90% of room inventory was booked for the year.