Creating a contemporary tale about the all-inclusive

Sandals Resorts were at the vanguard of the luxury travel trend when they were established back in 1981 – but by 2017, they were struggling to attract the affluent 25-40 demographic. With the new generation of travellers putting a premium on offbeat experiences, hard-to-access locations and authenticity, Sandals needed to reposition its all-inclusive resort offering in line with the needs of the modern traveller…without alienating their older loyal customers.

Our solution? ‘Just Add Love – everything else is included’. This new creative platform repositioned the all-inclusive resort as cool, convenient and romantic – realigning a dated concept with the needs of the contemporary traveller. 

We developed a digital strategy to bring this story to life, collaborating with a targeted group of influencers to generate bespoke content. Handpicking ten highly relevant micro-influencers who have built their followings around passion points connected to the brand, we secured unpaid partnerships. Each influencer highlighted different aspects of the resort related to their specialism – from fitness and adventure, to luxury service and facilities. 

The campaign was anchored by a ‘Just Add Love’ microsite featuring the full editorial created by each influencer including blogs, videos, photography and reviews. We amplified the campaign via our influencers’ platforms, an exclusive competition, bespoke content across all digital channels and a paid social strategy.

Over 1m
positive engagements
engagement rate


Sandals Resorts - creating a contemporary tale about the all-inclusive

Sandals approached eight&four to develop a content strategy that would showcase its world-leading all-inclusive offering through a contemporary lens.

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