For over 30 years, HH Advertising helmed the transformation of Sandals Resorts from a single resort in Montego Bay, Jamaica, into a global icon with 24 resorts spread out across four distinctive brands on 10 Caribbean islands.
It was no small feat.
HH Advertising was hand-picked by the founder as the sole agency to bring Sandals to the world and the world to Sandals. Our partnership was more than a collaboration; it was a mission marked by audacity and vision, one that fundamentally reshaped the all-inclusive industry.
At the core of our strategy was the relentless pursuit of creativity and strategic innovation, going beyond the conventional to build the first superbrand in hospitality. Our advertising campaigns were bold, daring, and vibrant, capturing the imagination and inspiring travel to the Caribbean. And our approach was so pervasive that Sandals became synonymous with luxury Caribbean vacations.
It wasn’t just about elevating a brand; it was about igniting a revolution in the travel and hospitality industry. While competitors tried to mimic Sandals’ innovative offerings and our distinctive marketing practices, we kept Sandals well beyond their reach, pioneering the future as would-be imitators scrambled to keep up.
Today, Sandals, with its 5400 rooms, is the third most recognized resort brand globally, trailing only behind Hilton and Marriott with their combined 2.8 million rooms. Achieving such unprecedented brand recognition for a company exclusively operating in the Caribbean is a testament to the power of branding and marketing.
Our partnership with Sandals is one of relentless innovation and the unwavering belief in the power of a brand to transcend its market and redefine the parameters of its industry. We crafted a narrative so compelling, so rich in emotion and aspiration, that it led the travel industry’s evolution. We broke boundaries, set new standards, and continuously reimagined what an all-inclusive resort can be.
In the realm of family travel, the inception of Beaches Resorts marked a revolutionary stride, conceived in response to a burgeoning demand for a family-centric iteration of the Sandals Resorts experience. We were at the helm of this transformative journey, steering the brand from an ambitious concept in 1997 to a beacon of family vacation excellence. Our role was integral, from the genesis of the Beaches name — a nod to its seven letters predecessor, Sandals, facilitating brand cohesion and memorable marketing — to the pioneering inclusions that set Beaches apart as an industry trailblazer.
Our journey with Beaches was characterized by innovation and a commitment to authenticity, as seen in the creation of the Caribbean’s largest water parks, the introduction of trusted nanny services, and groundbreaking partnerships with Sesame Street and Xbox. These initiatives, among many others, were milestones that redefined family vacations and cemented Beaches’ status as a trailblazer in family tourism.
Our marketing innovations permeated every aspect of the Beaches experience, creating a vibe—a feeling that Beaches was not just a resort but a realm of
unforgettable family memories. While Beaches created these family-friendly innovations, we took calculated moves to ensure that Beaches wasn’t seen merely a vacation spot but a place where family bonding and adventures happened daily.
Our collaboration with Beaches wasn’t just about creating a brand; it was about setting a new paradigm for family vacations — a legacy of innovation, authenticity, and unforgettable experiences that continues to inspire and delight families across the globe.
Transforming Air Jamaica from an airline perceived within third-world parameters into a premier world-class luxury carrier in a market dominated by giants like American Airlines was no small task, so HH Advertising embarked on a visionary campaign. Our mission was to honor the rich, vibrant culture of the Caribbean while steering the brand confidently into a future marked by unparalleled excellence and global recognition.
We repositioned Air Jamaica as a cornerstone of Caribbean aviation by infusing every flight with the region’s renowned warmth and charm. Our strategy was to redefine the very essence of what a world-class airline should embody, all while keeping its distinctively Jamaican heart. We aimed to usher in a new golden age of travel by establishing Air Jamaica as the epitome of excellence and propelling it to the forefront of international travel.
Our branding overhaul touched every point of contact with the airline. From the staff uniforms and ticket holders to the chef-prepared in-flight Jamaican cuisine, every aspect was meticulously redesigned to capture the Caribbean’s spirited boldness and create instant recognition when the airline’s planes flew overhead. The national “Love Birds” emblem adorned each plane’s tail, and the entire fleet was named for Jamaican parishes, weaving the country’s rich heritage directly into the airline’s identity.
We seamlessly blended this rich heritage with cutting-edge modernity, redefining the airline experience to mirror the quintessence of Jamaican hospitality at every stage of the passengers’ journey. Our campaign set Air Jamaica apart from competitors like American Airlines, introducing the concept of “Vacation the Moment You Board.” This promise was brought to life through innovative value-added services such as “Champagne Flights,” offering complimentary champagne and full meal service to all passengers—a stark contrast to the literal peanuts offered by other airlines. “Red-carpet service” for boarding and disembarking at smaller island airports without terminal connections underscored the commitment to luxury and convenience.
Through these strategic initiatives, Air Jamaica was transformed from a regional player into a beacon of national pride and a symbol of Caribbean luxury on the global stage.
Introducing Hollywood, Florida, to the global stage was no small feat. HH Advertising was brought in to redefine and spotlight this unique beach town, distinguishing it from its Californian namesake. Our mission was to infuse the name “Hollywood, Florida” with such vivid character and charm that it would stand out in the minds of people worldwide, not just as an alternative to Miami and Fort Lauderdale, but as a premier destination in its own right.
With Hollywood’s quintessential hometown small-town vibe nestled within a sprawling metropolis, our creative strategy centered on showcasing Hollywood as “Florida’s Hometown Beach Town,” a place where family-friendly beaches and a wholesome community spirit reign supreme. This strategy aimed not only to attract visitors but also to entice people to make Hollywood their home.
To achieve immediate visibility, we transformed the Hollywood water tower into a landmark that captured the hearts of commuters and locals alike. The redesigned water tower, a beacon of Hollywood’s revitalized identity, clinched the People’s Choice award and was hailed as the 2011 Tank of the Year in a nationwide contest.
Our branding efforts extended to the city’s year-round Trolley, enhancing the hometown atmosphere for both residents and tourists. The Hollywood Boardwalk was rebranded to amplify its unique charm, significantly boosting foot traffic and becoming a focal point for local news — still to this very day. And in collaboration with the Hollywood Community Redevelopment Agency (CRA), we supported the transformation of Downtown and the Beach District, weaving local businesses and restaurants into the narrative of Hollywood’s resurgence.
We also created a media campaign to include a pre/post Cruise program, encouraging Port Everglades travelers to explore Hollywood as an integral part of their cruise vacation. With the headline “Small town on the edge of something big,” we orchestrated a 360° campaign that leveraged a strategic mix of print media, TV, and online partnerships. Our TV spots generated more than 66 million impressions, while our print campaign resulted in more than 4,500 leads.
Our media blitz aimed to elevate the city’s website visibility, resulting in a remarkable 15.5% increase in site traffic, with Google organic traffic soaring by 10%. Occupancy rates in Hollywood increased by more than 4.3%, generating a 7.2% increase in Bed Tax. The numbers add up, proving that our multifaceted approach not only heightened Hollywood, Florida’s profile but also solidified its identity as a beloved hometown beach town with a global appeal.
In 1989, Crescent Heights was an emerging real estate development firm from Los Angeles venturing into Miami Beach with the ambitious 400-unit condo conversion project, Carriage House. Despite a modest portfolio of projects in LA, the challenge of penetrating the Miami market was monumental. Crescent Heights was eager to cement its status as a hallmark of quality construction and innovative real estate solutions in a market unfamiliar with their caliber.
HH Advertising was tasked with transforming this vision into reality. We embarked on a groundbreaking campaign that redefined real estate marketing. Our creation of award-winning, dynamic 3D billboards became a sensation, capturing public imagination and earning the media spotlight. This innovative approach, complemented by strategic TV and newspaper placements, disrupted traditional marketing paradigms and set a new benchmark for the industry.
The result was unprecedented. Carriage House’s 400 units grabbed the market, igniting bidding wars and accelerating the launch of the Carriage Club project by over a year. The momentum continued with the Alexander Hotel’s transformation into luxury condominiums, pioneering the condo-hotel concept in Miami Beach’s Art Deco district. This upscale, chic renovation underscored Crescent Heights’ ability to blend luxury with functionality, appealing to the most discerning buyers.
Elevating our marketing strategy, we introduced an infomercial modeled after “Lifestyles of the Rich and Famous” and narrated by the show’s voiceover artist, David Perry. This format, a novelty for high-value real estate, captivated audiences, showcasing Crescent Heights’ projects as embodiments of luxury living. This approach not only won an Emmy but also inspired a new genre of real estate advertising, emphasizing our role in setting industry trends.
Crescent Heights’ portfolio expansion was a testament to our marketing acumen. Grand openings became citywide events, leading to HH Advertising marketing Crescent Heights’ projects outside Miami, from Atlanta to San Diego. We also launched the Regatta residential project in California’s upscale Marina del Rey — a campaign that used actor George Hamilton as a spokesperson. Regatta’s success, marked by its sell-out before completion, was a crowning achievement, showcasing our ability to elevate even the most premium projects to new heights of market desire.