Sandals Royal Curaçao Launch:
Where Amazing
Comes Together

Sandals Royal Curaçao represented a set of new firsts for Sandals — a new resort in a new destination, with all new programs that encouraged guests to explore the island and experience its fusion of flavors. It called for a whole new approach, one that put Curaçao’s POV in every layer of the creative and made the resort a part of the island experience.

To ignite excitement and drive demand, we created a campaign that took a completely different approach from the usual ‘resortfirst’ narrative. Instead, we put the island at the forefront of the experience, transporting our audience away from the resort and immersing them into the sights, sounds, and flavors of Curaçao. Once back at the resort, they were still enveloped in that distinctive island experience. This also allowed for the introduction of two new programs: Sandals’ Dine Out program, which partnered with restaurants around the island, and the MINI Experience, where guests in top tier suites were provided with a complimentary MINI Cooper to explore the island.

“Where Amazing Comes Together,” was a fully integrated campaign that leveraged the mélange of cultures and introduces the island to the American market. All creative played on Curaçao’s distinctive culture, with vibrant print, broadcast, and digital ads that gave the resort its own brand voice. A custom content magazine, Curated Caribbean: Curaçao, highlighted cultural traditions, island adventures, and history. The award-winning media strategy featured :15 and :30 commercials, CTV, Streaming, Linear, National Broadcast, print and digital ads, high-impact signage, and at Johan Cruyff Arena (Amsterdam) to an audience of 50,000+ fans.

This integrated strategy saw a 720% ROAS with 300+ million impressions delivered. Even more impressive: the resort opened at full occupancy.