A Contemporary Tale about the All-Inclusive
Sandals approached eight&four to develop a content strategy that would showcase its world-leading all-inclusive offering through a contemporary lens.
Our solution? ‘Just Add Love – everything else is included’. This new creative platform positioned the all-inclusive offering as modern, convenient and romantic – realigning a classic hospitality offering with the needs of the contemporary traveller.
We developed a content and digital strategy to bring this story to life, underpinned by collaborations with a targeted group of content-creators. We handpicked ten relevant micro-influencers who have built their highly engaged followings around passion points – from fitness and adventure to food and well-being. To maximise authenticity, unpaid partnerships were secured with each influencer and content highlighted the outstanding service and facilities Sandals had to offer.
The campaign was anchored by a ‘Just Add Love’ microsite featuring the full editorial created by each influencer including blogs, videos, photography and reviews. We amplified the campaign via our influencers’ platforms, an exclusive competition, bespoke content across all digital channels and a paid social strategy. The new editorial direction for Sandals has continued on with #justaddlove driving further engagement across ongoing influencer activity in 2018 and beyond.
The fresh, beautiful photography and in-their-own-words content instantly modernised Sandals identity and continues to provide a long-term editorial direction that appeals to the modern traveller.