Sandals Resorts has revealed its latest global brand campaign, “Made of Caribbean,” marking a significant shift in its marketing approach. This new initiative, developed in collaboration with Leo Burnett, will showcase the authentic essence of the Caribbean, moving beyond typical all-inclusive resort advertising.
“My family has called the Caribbean home for more than six generations and there is no one who knows or loves this region more. We are Caribbean. We believe the Caribbean connects us all, it’s part of our soul and we want to share these unique experiences and this joy with the world,” said Adam Stewart, Executive Chairman of Sandals Resorts, in a press statement.
The campaign will launch on Dec. 28 and will utilize various media channels, including television, digital platforms, print, social media, and out-of-home advertising in key markets. At its core, “Made of Caribbean” seeks to connect travelers with the genuine spirit of the islands, highlighting the rich traditions and natural beauty that define the region.
Sandals: Pioneers of the Caribbean All-Inclusive
“Sandals pioneered all-inclusive resorts in the Caribbean and with over 40 ercent of guests returning again and again, the brands enjoy unbelievable worldwide recognition, with nearly eight in ten people having heard of or experienced it,” said Tony Cortizas, Chief Marketing Officer for Unique Vacations, Inc., an affiliate of the worldwide representative of Sandals and Beaches Resorts. “For a family-owned, regional hospitality company to have such a global impact, is remarkable.”
This new direction reflects Sandals’ commitment to championing the Caribbean and its people. The campaign emphasizes the warm, familial atmosphere that has been a hallmark of the Sandals experience for over 40 years. It goes beyond the standard all-inclusive offerings, focusing on the thoughtfully crafted cuisine, design aesthetics, hospitality and curated adventures that set Sandals apart.
Two launch spots form the campaign’s initial phase. For Sandals Resorts, “Three Things” aims to expand perceptions of the brand by highlighting unique Caribbean experiences. The Beaches Resorts spot, “Memories,” takes a multigenerational approach, depicting family vacations over time and emphasizing the lasting impact of travel experiences on family bonds.
The campaign will evolve throughout 2025 and feature print ads in prominent consumer and trade publications.
A notable campaign highlight will occur on New Year’s Eve, with a high-impact out-of-home placement in Times Square coinciding with the ball drop. This will be complemented by a spot during Dick Clark’s New Year’s Rockin’ Eve with Ryan Seacrest. The evening will also feature video displays in New York City and Chicago, along with Sandals-branded ride-share cars creating visual impact at key moments.
In conjunction with the new campaign, Sandals has collaborated with global brand consultancy Wolff Olins to develop an evolved visual identity. This comprehensive approach aims to enhance how the brands express themselves across visual, verbal and experiential touchpoints.
“Made of Caribbean encompasses the true heart and soul of our organization,” said Adam Stewart in the press statement. “We are so deeply grateful to the teams at Leo Burnett and Wolff Olins for beautifully capturing who we are at our core. My father and Sandals Resorts’ founder Gordon ‘Butch’ Stewart, built these world class brands through celebrating the place he cherished so deeply. He believed with unwavering certainty that the Caribbean was worthy of deep exploration—and that its people, the most welcoming in the world, are a constant source of joy. His vision lives on in everything we do and it is with great pride and gratitude, that we declare to the world, we are ‘Made of Caribbean’.”
For more information, visit taportal.sandals.com.
