Celebrating Culture and Caribbean Blues

  • Sector
    Travel and Tourism
  • Partnership
    3 Years

Our challenge: to promote and celebrate cultural diversity within the Caribbean and position Sandals Resorts as the stand-out choice in a crowded, luxury vacation market. In a marketplace where consumers are saturated with social content, we needed to innovate our storytelling approach and deliver a tactical, engaging campaign proposal with a distinct look and feel.

Consumer research conducted through brand consultancy Studio Aapt has shown that travellers are becoming more invested in local culture and tend to seek authentic experiences from travel brands to enhance their cultural understanding of their chosen destination.

From our own experience of running the Sandals social media channels, we consistently see that content which celebrates the unique blues of the Caribbean always performs the strongest.

This campaign aimed to unite these two key insights - simultaneously affirming our Caribbean-born identity and therefore authority within the Caribbean travel space, as well as promoting our destinations and encouraging new bookings

We worked with Sandals Resorts to produce a content-rich, multi-channel campaign with dual aims of driving bookings and celebrating the rich culture, heritage, and unique identities of Sandals’ Caribbean destinations. We aligned our campaign with Caribbean Heritage Month to accelerate the impact.

Our campaign content on Twitter and Facebook utilised striking visuals alongside immersive copy featuring the hashtag #RhythmandBlues to engage prospects, while encouraging sensory nostalgia and a desire to return amongst existing customers.

On Instagram, we implemented a month-long feed takeover, with a campaign-specific visual direction inspired by the extraordinary hues of blue that are bespoke to each Caribbean island. Each feed asset was individually designed using colour swatches to land the campaign visually.

We delivered engagement-focused creative to users on TikTok and Twitter by encouraging them to complete a poll, intended to amplify the audience’s voice and bridge the gap between brand and consumer–something that’s especially important to Sandals as a customer-centric, family-owned business.

On YouTube, we created 5 different bumper ads to further improve brand visibility and awareness.

We also deployed the Meta Advantage Plus Catalogue Ad to pique the interest of potential customers with targeted content.

Our Beaches channels emphasised lower-funnel activities, using thumb-stopping content, alluring copy and a clear ‘Book Now’ CTA to generate conversions.

Benchmarks were smashed and throughout the course of the campaign we reached a larger audience than expected by nearly 60%.

We surpassed the number of estimated impressions by just under 12M, we improved on our estimated engagements by 40,000, and we generated over 2.7M views (just over 2.3M more than expected).

By combining intriguing storytelling and format innovation we drew the audience in and invited them lock in their next trip based on their chosen and most desired 'Caribbean blue'.

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