Sandals Resorts digs deep into its Caribbean roots for global brand campaign and refresh [Video]
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Entrepreneurship

Sandals Resorts digs deep into its Caribbean roots for global brand campaign and refresh [Video]

With vacation rental companies such as Airbnb and Vrbo treading on the hospitality industry’s turf in recent years, many hotel chains such as Hilton, Marriott and Sonesta have ramped up their marketing and branding efforts to create more individual identities to connect with the various and nuanced groups of travelers.

But for Sandals Resorts, the parent company of the Sandals and Beaches All-Inclusive Resorts, its properties’ identities are deeply rooted in its Caribbean heritage, and the brand’s newest global brand campaign and refresh is an unabashedly proud tribute.

Made of Caribbean, the company’s first campaign with agency Leo Burnett, serves as both a love letter to the culture of the islands and an assurance to travelers they are in the care of a business that is still family run. 

Its brand film is narrated by Adam Stewart, Sandals Resorts’ executive chairman, whose father, Gordon “Butch” Stewart, founded the resorts in 1981 and has been credited with pioneering the all-inclusive business model. The visuals for its …

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