How can a brand solidify its position as the definitive Caribbean all-inclusive destination while the demand of family travel evolves?
Campaign Results Highlights:
based on Actual
Bookings due to Campaign.
brand Wide Annual
Rooms Sold within
3 months of campaign Launch.
impressions due to Campaign Media
Strategy.
Beaches was conceived to cater specifically to the demand for a family-oriented version of the Sandals Resorts experience. The brand has consistently introduced industry-first inclusions, such as the Caribbean's largest water parks, nanny services for trusted childcare, and engaging activities with Sesame Street characters — a first in a long line of firsts — setting a new standard for family vacations. Yet the demands of family travel has evolved, and we were tasked with rebranding Beaches Resorts as the ultimate destination for families in the Caribbean, creating lasting connections and memories that become an integral part of families' lives.
We positioned Beaches Resorts as "Your Caribbean Playground," inviting families to explore and rediscover the joy of spending quality time together. This campaign emphasized the Caribbean's rich tapestry of experiences, encouraging families to engage in playful discovery and forge deep, meaningful connections. We aimed to captivate families with compelling images of joyful moments, showcasing how Beaches Resorts offers the unique opportunity to authentically experience the Caribbean.
The 360° campaign leveraged emotional imagery that resonated with families, envisioning themselves immersed in the vibrant culture and adventures the Caribbean offers. The messaging reimagined the Caribbean as a playground where every family member can explore their interests and desires. Emphasizing the importance of play for all ages—which we know is critical for development, stress release, and mental health balance—the campaign set the tone for a vacation experience where families can engage in activities they've only dreamed of. "Your Caribbean Playground" was more than a tagline; it was an invitation to families to create unforgettable memories together. And as the only family-owned Caribbean company, Beaches promised an authentic experience that only a family-run business can deliver, emphasizing they understand what a family needs because they’re a family too.
The campaign delivered over 720 million paid media impressions which drove bookings that retuned a 1,176% return on the advertising investment.
