How does a brand known as the leader in destination weddings recreate the experience for modern couples seeking shared adventures and partnership?
HH Advertising developed a new creative strategy that aligned the rebrand of Sandals and Beaches Resorts for the Weddings & Celebrations department.
HH Advertising lent context around the idea of Modern Romance as a new kind of love. It’s spontaneous, honest, and instinctive. It’s about partnership, going off the usual path together to find true experiences and create lifelong memories. It’s about doing the same, but different. It’s about loving outside the box.
The creative approach pushed the Caribbean to the forefront of the couple’s next adventure together, a nod to the brand’s Caribbean ownership claim. We incorporated the use of intrepid fonts, crafted bold headlines that served as visual centerpieces and initiated a storytelling campaign that included both brands for the first time. Additionally, the robust media buy called for multiple pages in consumer, wedding and travel trade magazines, which offered us a unique opportunity to create a storytelling campaign that showcased the vistas of the Caribbean as the backdrop while loved ones celebrated intimate adults-only weddings at Sandals Resorts and jubilant family centric celebrations at Beaches Resorts. A variety of digital iterations rounded out the campaign, including a dedicated, custom content channel on BridalGuide.com, and avalanche banners and carousel ads with video on media partners websites and their social platforms.
Our strategy resulted in more than 11 million impressions delivered, with a print CPM of $60 and a digital CPM of $23.
