How does a global icon undertake a methodical rebranding to reposition itself as the only choice for an authentic Caribbean vacation?
Campaign Results Highlights:
More than 2 billion impressions Due to Campaign.
of the Annual Brand Wide
Room Inventory was Sold within the first 3 Months of Campaign Launch.
Based on Bookings during Campaign.
As the hospitality landscape evolves with mainstream hotel chains entering the all- inclusive segment in the Caribbean, Sandals faced the challenge of not only maintaining its leadership position but also expanding its appeal to a younger demographic. The core objective was to reposition Sandals as the quintessential choice for an authentic Caribbean vacation, transcending the competition and appealing to a market driven by the desire for unique and memorable experiences. The rebranding efforts aimed to solidify Sandals as the only choice for an authentic Caribbean vacation experience, leveraging its legacy of luxury and innovation to attract a younger audience seeking experiential travel opportunities. Sandals’ innovations have always been the benchmark for the luxury experience, and this strategy was intended to not only retain market dominance but also to capture additional market share.
Today’s travelers seek out unique experiences that define and differentiate a destination and, ultimately, enrich their lives. And knowing that the best part of the journey isn’t just the things you do on vacation, but the experiences you have and how they make you feel, we created the "Get Closer in the Caribbean" campaign. This 360° marketing and advertising campaign was designed to evoke an emotional connection, highlighting the journey, adventure, and immersive experiences available through Sandals.
The campaign's overarching message emphasized intimacy with the Caribbean's essence — “Closer to the Caribbean” and “Closer to Adventure” — as well as the one thing that was the heart of the Sandals experience: "getting closer to each other." Further deepening this positioning and the connection with the Caribbean, "CURATED CARIBBEAN by Sandals" offered a series of magazines that presented the destination through the eyes of locals. This editorial approach provided insider insights into the culture, music, cuisine, and activities unique to each island, promoting an exploratory experience that extends beyond the resort's boundaries. This initiative underlined Sandals' commitment as a Caribbean family-owned brand with a profound respect for the islands and their communities, showcasing their dedication to giving back and supporting local cultures.
When campaign results were analyzed, it was noted that younger audience segments of Adults 18-34 generated 62% more clicks on average than any other age group exposed to the campaign. The same trend followed in actual bookings, as younger Adults 18-34 segment accounted for 63% more booking on average than audiences from any other age group who saw the campaign.
PRINT & DIGITAL CAMPAIGN
