Sandals Resorts has announced that Leo Burnett will take on the role of creative agency of record for its Sandals and Beaches brands. The agency, known for its innovative approach, will now be responsible for bringing to life Sandals’ uniquely Caribbean vision across all platforms and media outlets.
This collaboration marks the beginning of a fresh chapter for Sandals Resorts as it continues to expand its brand presence, while staying true to its core values.
The selection of Burnett followed an extensive review process in early 2024, during which several top-tier global agencies competed for the coveted position. With Sandals Resorts being the leading all-inclusive resort brand in the Caribbean, the challenge for Burnett is to maintain the heritage and authenticity of the brand while pushing its image to new heights.
Adam Stewart, executive chairman of Sandals Resorts, explained the importance of this decision by reflecting on the legacy of his late father, Gordon “Butch” Stewart, who founded the company. “My father was a visionary in the marketing world, and he built Sandals into one of the most beloved and recognizable brands in the travel industry. Handing over the creative direction of our family-driven brands is deeply personal to me,” Stewart said. “Leo Burnett and Sandals share a similar entrepreneurial spirit, both being family-led companies driven by innovation. This new partnership is filled with excitement as we take Sandals and Beaches into the next era, staying true to the best of the Caribbean.”
Leo Burnett’s creative efforts will be managed under the guidance of Unique Vacations Inc. (UVI), the worldwide representative for Sandals Resorts. UVI’s chief marketing officer, Tony Cortizas, emphasized the alignment between the two companies: “This partnership was a natural fit from the beginning. Through hours of brand immersion and collaboration, Leo Burnett not only understood our roots but also aligned with our vision for the future. They effortlessly connected with the heart of Sandals and Beaches, and we are confident they will help us showcase the magic of our resorts in fresh, human-centered ways.”
The collaboration will focus on developing a bold new creative direction that reflects Sandals’ Caribbean essence while elevating its reputation as a premier resort destination. Leo Burnett’s mission is to bring the richness of the Sandals and Beaches experiences to life, targeting the loyal customer base while attracting new visitors through innovative campaigns.
Britt Nolan, president and chief creative officer of Leo Burnett, echoed the enthusiasm surrounding the partnership. “From the moment we connected with Sandals Resorts, the chemistry was undeniable. The more you get to know their story, the more you fall in love with it,” Nolan said. “It’s an honor to work with such a cherished brand, and we’re excited to help tell their story in new and exciting ways.”
As Sandals Resorts embarks on this new journey with Leo Burnett, both companies look forward to delivering creative campaigns that celebrate the beauty and culture of the Caribbean while strengthening Sandals’ legacy as a leader in the all-inclusive resort space.
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