Sandals Resorts has announced the launch of a multimillion-dollar advertising campaign, “Made of Caribbean,” set to debut later this month. Created in collaboration with Chicago-based ad agency Leo Burnett, the campaign highlights the brand’s deep Caribbean roots while addressing common misconceptions about Sandals and its family-focused Beaches Resorts.
Adam Stewart, executive chairman of Sandals Resorts, explained the campaign’s mission to redefine the brand’s image. “We do a lot of weddings and honeymoons, but we’re way more than that,” Stewart said, noting that these events represent only a fraction of the company’s offerings.
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Beachfront Condos at Saint Peters Bay
The campaign also counters the perception that all-inclusive resorts isolate guests from local culture. Stewart emphasized the company’s encouragement of guests to explore the Caribbean’s vibrant communities, natural landscapes, and culinary offerings, ensuring authentic connections with the region.
The “Made of Caribbean” initiative will span multiple media platforms, including TV, digital, print, and social media, with a significant Times Square presence on New Year’s Eve. Two launch advertisements, “Three Things” and “Memories,” will focus on redefining the Sandals brand and showcasing Beaches Resorts’ family-centric experiences, respectively.
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The Crane Private Residences, Barbados
Looking Ahead: Growth and Optimism for 2025
Despite Caribbean tourism in 2024 not matching 2023 levels, Sandals remained a leader in the region. Stewart attributed the dip to various factors, including the U.S. election, heightened European travel demand driven by the Paris Olympics, and an active hurricane season. However, November 2024 marked Sandals’ strongest booking month ever, signaling a rebound.
“With the election behind us and the stock market rallying, 2025 is shaping up to be an amazing year,” Stewart said, predicting significant growth in leisure travel demand.
The brand’s expansion efforts are also in full swing. Sandals is developing Beaches Exuma in the Bahamas and Beaches Runaway Bay in Jamaica, with more projects to be unveiled soon. Over the next three years, the company plans to revitalize existing resorts and elevate its newest properties, such as Sandals Saint Vincent, which opened in March 2024.
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The Sands Beachfront Hotel & Residences
“We’re taking what we did at Sandals Dunn’s River and Sandals Saint Vincent and leveling up again,” said Stewart. “We are doing anything but resting on our laurels.”
Currently, Sandals operates 17 resorts across the Caribbean, including Jamaica, St. Lucia, Barbados, the Bahamas, Antigua, Grenada, Curaçao, and St. Vincent, while Beaches Resorts has three properties in Jamaica and Turks & Caicos. The “Made of Caribbean” campaign is poised to strengthen the brand’s identity and connection with travelers, reaffirming its commitment to celebrating the heart and soul of the region.
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