Sandals Resorts to Launch Ad Blitz and Brand Overhaul: 'Made of Caribbean'
Skift Take
Now that all the big hotel chains are muscling into the all-inclusive space, Sandals aims to stand out by reminding travelers of its Caribbean roots.
Sandals Resorts International is launching its most ambitious brand campaign to date, investing millions to reposition the luxury all-inclusive chain as the authentic voice of Caribbean hospitality.
The "Made of Caribbean" campaign, developed by newly appointed agency Leo Burnett, will debut on December 26.
The "multi-million-dollar" campaign will run across television, digital, print, and out-of-home advertising, including prominent placements in New York's Times Square and during major events like the Super Bowl and Golden Globes.
Social media placements as part of the "Made in Caribbean" campaign. Source: Sandals Resorts.Non-traditional efforts will include having Sandals-branded ride share cars "come together in swarms at key moments" in New York City and Chicago.
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