Sandals’ Superbrands status reaffirms the brand’s reputation with the British public as one of the strongest consumer brands in the country. UK consumers recognise Sandals as a brand that represents quality, reliability and distinction - the three criteria inherent within a Superbrand. As experts in this sector, Milton Bayer earned the opportunity to come up with a brand strategy and campaign creative for a National Advertising review.
There are specific ways to communicate luxury to the consumers who respond to it, and this was an exercise in how to express the very best in holidays from a company who excel in giving their customers what they desire. Within this Sandals are celebrating their 30 year anniversary and so are offering rare deals which need to sit alongside the brand without weakening it.
From initial research, strategy and ideas the client chose to go forward with our ‘Let the luxury flow’ campaign. This is a brand expression based on the fact that a Sandals holiday is about ‘Luxury included’®. Unrivalled, vibrantly unique hotels that can only be Sandals resorts where nonstop luxury flows from beginning to end.
We started with TV advertising concepts for the American market, then tailored communications for each strategic message serving the WeddingMoon, Golf Holiday, Island adventure and All-inclusive markets. This transferred into advertising executions such as ‘Nothing excluded’, ‘Good taste included’, ‘Room to relax’ and ‘Say it with style’.
We also devised a communication programme which included the 30 year celebrations brand-led messaging. ‘Islands apart’ featured islands built in the shape of a 30, set within beautiful turquoise seas.
The end result was a successful realigning and expression of a great brand, and delivery of the right messages to the right audiences.
We produced advertising for all above the line executions including vehicles, billboards, underground and press, and sandals were so proud of the design of their fleet of Taxis that they picked up the international Directors from the airport in them!