Building awareness and changing perceptions through Social
Project Date: Summer/Autumn 2017
Location: London, UK & the Carribean
Sandals Resorts were at the vanguard of the luxury travel trend when they were established back in 1981 – but by 2017, they were struggling to attract the key 25-40 demographic. Prestige travel had changed, with the new generation of travellers putting a premium on offbeat experiences, hard-to-access locations and authenticity – and, while still popular with loyal older customers, Sandals all-inclusive resorts were being left behind. We were briefed with repositioning their all-inclusive resort concept, appealing to a new generation of travellers.
Objectives and Obstacles
- Appealing to a younger, trendier audience without alienating existing Sandals’ fiercely loyal older customers
- Challenging the misperceptions around all-inclusive resorts
- Highlighting the variety and quality of the Sandals offering
How We Helped
Diving deep into the Sandals’ psyche, we came up with a single core campaign concept: Just Add Love. Referencing Sandals’ heritage as a series of couples-only luxury resorts, we transformed the all-inclusive aspect of the brand offering from a dated 80’s concept into something cool, convenient and romantic: in other words, realigned with the needs of the modern traveller.
To further cement this perception, we identified a range of influencers whose audiences aligned with our new target audience. With interests ranging from fitness and adventure to photography and lifestyle, these influencers were offered the opportunity to experience Sandals for themselves, while documenting every aspect of their stay. They were encouraged to showcase the wide range of interests catered for at Sandals Resorts – while reporting on their stays frankly, honestly and impartially.
A campaign microsite was created, hosting influencer blogs, reviews and photography. A suite of bespoke content supported the campaign across all digital channels, alongside a Paid Social strategy. In Phase 2, a competition was launched, driving further engagement and brand fame.
Our Partnership, Moving Foward
Our ‘Just Add Love’ campaign reached a combined potential audience of over a million viewers through our influencers alone, with 222k engagements on their content. Visit the microsite to experience the high-quality content for yourself.