With a multimillion-dollar campaign by Leo Burnett and a fresh brand identity by Wolff Olins, the all-inclusive resort company hopes to bring the soul of the Caribbean to the forefront.
Sandals and Beaches Resorts has unveiled its new multi-media advertising campaign, developed by Leo Burnett. It includes an evolved visual identity designed to span customer experience and internal culture created by Wolff Olins.
Known to be pioneers in all-inclusive travel, Sandals and Beaches Resorts is going down a new path of what they’re calling “pure Caribbean expression” in a bid to inspire travellers through authenticity, expertise and a genuine connection to the islands. This new omnichannel campaign centres around the tagline ‘Made of Caribbean’ and spans linear television, digital, print, social, and out-of-home advertising in key markets.
A new brand film narrated by Stewart sets the tone for the campaign and aims to convey the Caribbean’s vibrant soul, rich traditions, and natural beauty while highlighting the brands’ commitment to the islands and their people.
The campaign kicks off with two captivating launch spots chosen to showcase the unique elements of Sandals’ and Beaches’ offerings. For Sandals Resorts, ‘Three Things’ seeks to take people beyond the brand’s typical perception. For Beaches Resorts, ‘Memories’ takes viewers through generations of family vacations through the lens of a child.
Ultimately, the goal was to emphasise the lasting impact of vacation experiences and how they bring families closer together.
“Sandals and Beaches Resorts are exclusively and uniquely ‘Made of Caribbean,’ that is who they are,” says Leo Burnett EVP and executive creative director Mikal Pittman. “The creative platform is designed to celebrate their authentic self and lays the foundation for the next stage of the brands’ evolution.”
When it came to the brand work, Wolff Olins was equally committed to driving impact internally and externally. Instead of completely reinventing the logomark, the studio chose to refine it, retaining Sandals and Beaches Resorts’ brand equity.
Wolff Olins global principal Thomas Wilder explains: “We developed the brand ethos of ‘Natural Vibrancy’ to guide our work, drawing cues from the fullness of the Caribbean, its nature, people, and culture.
“Every element is at home to Sandals and Beaches: colours and graphic elements are found on the islands, and typography is inspired by travel and the original Sandals wordmark itself. With that, we were able to build on the brand story by embracing all the islands have to offer.”
Wolff Olins’ approach also sought to bring the Sandals and Beaches brands closer through a shared colour palette, typography, and graphic language while evolving the brand marks, which now have commonalities. Both brands are now able to better communicate how they are similar while honouring each of their differences.
In terms of verbal communication and experience design, Wolff Olins also developed fresh messaging, tone of voice, and copy across the brands, from the website and property signage to the in-room turn-down service.
“The brand is built to represent the distinctiveness of each island, acting as a frame for the unique qualities of Caribbean culture,” says Wilder. “We hope to inspire people to delight in the islands’ richness and charming mix of tastes, styles, and influences. It’s an invitation to give into the rhythms of the islands and enjoy Caribbean life’s vibrancy.”
Wolff Olins executive strategy director Brian Meyers adds: “Travellers today are looking for the authenticity that Sandals and Beaches resorts stand for, so it’s an incredible opportunity to help a family business born in the Caribbean to continue innovating from its legacy and delivering all-inclusive hospitality for the next generation of travellers.”
The multimillion-dollar campaign and new brand identity will be visible across various platforms and touchpoints throughout 2025, including print ads in Travel and Leisure, Condé Nast Traveler, Town and Country, and Travel Weekly.
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