Omnichannel Campaign For Sandals and Beaches Resorts
Sandals Resorts debuts “Made of Caribbean,” a global, multi-media advertising campaign developed by Leo Burnett. Sandals and Beaches Resorts is ushering in a new brand direction of pure Caribbean expression as well as unveiling a visual identity developed in collaboration with Wolff Olins. The new platform is designed to inspire travelers through authenticity, expertise and a genuine connection to the islands.
The omnichannel campaign spans linear television, digital, print, social, and out-of-home advertising in key markets. As depicted in a brand film narrated by Adam Stewart, Executive Chairman of Sandals Resorts, the soul, traditions, and beauty of the Caribbean set the tone for the campaign, highlighting a commitment to be a champion for the islands and its people.
The new visual identity and branding elements stretch across both customer experience and internal culture. A pioneer of all-inclusive travel, Sandals and Beaches Resorts worked with Wolff Olins to draw on its heritage, capturing the brand’s approach to all-inclusive vacationing.
To supercharge the brand work, Wolff Olins united capabilities across brand strategy and design, internal culture and customer experience to drive impact internally and externally. At the center: a refined logomark and an emphasis on how the brand expresses itwelf visually, verbally, and experientially.
Wolff Olins’ approach also brings the Sandals and Beaches brands closer, through a shared color palette, typography, graphic language, as well as brand marks evolving to share common equities. Verbal communication and experience design from the brands have also been updated with fresh voice, messaging, and copy across the customer journey, from the website to property signage and in-room turn-down service.
