Sandals and Beaches Resorts Celebrate ‘Made of Caribbean’ Global Campaign

As Sandals Resorts continues to expand — including the largest expansion ever for Beaches — the team behind the resorts, along with travel partners and advisors, gathered in New York City this week to celebrate its new global “Made of Caribbean” marketing campaign.

The campaign, unveiled in late 2024, was developed by Leo Burnett, the nearly 90-year-old Chicago-based ad agency and one of the industry’s legendary names. It pairs Sandals’ dedication to the Caribbean with the brand’s approach to all-inclusive vacations — a combination that has made it a staple in the region since launching its first resort in Montego Bay in 1981.

Sandals and Beaches Executive Chairman Adam Stewart said on Tuesday that the goal of the campaign was not only to celebrate the Caribbean by highlighting “white sand, blue water, and magical culture,” but also to showcase the company’s “commitment to architecture and design.” It’s about highlighting “pure Caribbean expression,” something Stewart said is intrinsically authentic to the company’s ethos.

“We’re a team of 20,000 Caribbean nationals,” Stewart said. “And I know New York City understands the Caribbean heartbeat.”

The campaign launched on Dec. 28 across multiple platforms, including linear TV, digital, print, social media, and out-of-home advertising. Stewart voices a new brand film that sets the tone for the campaign, spotlighting both the natural beauty and vibrant culture of the Caribbean.

Travel advisors will see the campaign throughout 2025 during brand activations, in the media, and other touchpoints. Some advisors may have already caught the campaign in its early stages when Sandals debuted marketing in Times Square on New Year’s Eve, along with a spot on Dick Clark’s New Year’s Rockin’ Eve with Ryan Seacrest.