Sandals pledges to put agents at the centre of new Made of Caribbean campaign
Sarah DennisSandals Resorts’ new Made of Caribbean campaign will feature many calls to action encouraging customers to contact their local travel agent, Unique Caribbean Holidays (UCH) managing director Karl Thompson has said.
The multi-million dollar global campaign, launching in the UK on 7 January 2025, will span email marketing, digital and print advertising across consumer and trade press, and TV advertising throughout the year.
Designed to showcase the Sandals and Beaches Resorts’ Caribbean heritage, specifically how the brands are family-owned in the Caribbean, Made of Caribbean is seeking to inspire travellers “to make a genuine connection with the islands Sandals and Beaches Resorts call home”, Thompson told TTG.
“Whether it’s through enjoying local food and drink, exploring the destinations through unique offsite tours and excursions, or giving back to communities through the efforts of the Sandals Foundation, the platform is meant to capture the essence of the company’s roots and its warm Caribbean soul.
"Made of Caribbean has been created to showcase true authenticity and bring forward that the Caribbean is more than just a destination – it’s a vibrant, unforgettable experience.”
The campaign will feature a film narrated by Sandals and Beaches Resorts executive chairman Adam Stewart, to highlight the brands’ “commitment to be a champion for the islands and their people”.
New printed brochures featuring the Made of Caribbean creative will be delivered to agents and homeworkers across the country during the first half of 2025, with a digital version available from 3 January.
Sandals will also offer social media assets, pull up banners and flyers, some of which can be over-branded with agents’ own branding.
Thompson told TTG: "Both Sandals Resorts and Beaches Resorts have exciting new product going on sale in 2025, which offers agents the valuable opportunity to grow their revenue.
"We will continue to strengthen our partnerships with our agent partners, showcasing the brand’s evolution, enticing new customers as well as maintaining the loyalty from our valued loyal guests."
Thompson revealed trade business for UCHL, Sandals and Beaches sales and marketing representatives during the year to date was running “slightly ahead of 2023”.
“Trade has maintained its share of business against direct, which we’re very pleased to see," he said. "We have set ambitious targets for turn of year 2024/25, which I believe can be achieved given the many co-operative marketing campaigns we will have in the marketplace.
“The trade is so important to our business in the UK – we have great support from our agent partners, which we’re very grateful for. We couldn’t do it without them.”
Sandals chair Adam Stewart added: “My family has called the Caribbean home for more than six generations and there is no-one who knows or loves this region more.
"We are Caribbean. We believe the Caribbean connects us all, it’s part of our soul, and we want to share these unique experiences and this joy with the world.”
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