Next Project
In August 2021 we were approached to join a 5 way pitch for the Global Content and Social Consultancy retainer for Sandals and it’s incredible family of brands. We were appointed and began work in October of the same year.
Sandals & Beaches Resorts has built a exceptional reputation in the luxury travel landscape with its 40-year+ heritage and pioneering all-inclusive offering within the Caribbean.
Our first challenge - develop a content strategy that resonated with the new generation of luxury traveller whilst preserving the brand’s core identity.
An in-depth analysis of the travel landscape revealed a clear shift in preferences among younger audiences. In 2021, 70% of 18-34-year-olds expressed a preference for booking an all-inclusive holiday for their next summer trip, highlighting growing demand for convenient travel options. Additionally, decision-making fatigue has risen, with many travellers favouring curated experiences over self-planned holidays. This trend is reflected in the 500 million views of the hashtag #allinclusive on TikTok, underscoring a significant cultural movement towards stress-free, immersive travel. These insights shaped the strategy to evolve Sandals' visual identity and engage millennial audiences without losing its heritage appeal.
We implemented a comprehensive strategic reset across 360° social platforms, focusing on the social shop window. Our approach included:
Insight-Led Editorial Programme: We developed a targeted content strategy to engage millennial audiences while celebrating Sandals' rich heritage. This involved curating storytelling that resonated with the younger demographic.
Evolving Visual Identity: We redefined the visual and tonal principles for each destination, ensuring a consistent yet bespoke representation of the Sandals experience.
Personalised Experiences and Influencer Collaboration: Our first priority was to position Sandals as a leader in Caribbean luxury by defining visual principles that highlighted its unique selling points. Collaborating with Influencer Performance Marketing Agency REDPILL, we enriched Sandals' social feeds with lifestyle assets that injected authenticity alongside an aspirational yet attainable image whilst aligning with brand values.
Cultural Insights: We integrated culturally-informed content to reflect the unique characteristics of each destination, fostering deeper audience engagement while showing our Caribbean expertise. This editorial programme was rolled out across core social media platforms(Instagram, Facebook, Twitter, Pinterest, and TikTok), utilising social channels throughout the funnel, from awareness to consIderation.
Through a carefully crafted social and content strategy, we’ve reinforced Sandals' position as the authority in all-inclusive luxury. By celebrating the brand’s Caribbean roots and creating authentic, engaging storytelling, we’ve inspired a deeper connection with audiences old and new. Our ongoing strategy has solidified meaningful relationships with audiences and continues to deliver impressive results across every platform.
- 0%
increased engagements on Instagram
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increase in millennial audience
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of monthly income comes via social channels
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impressions - 97% above target
