MONTEGO BAY, Jamaica — Sandals has launched a one-year ad
campaign for 2016 with a no-worry theme.
The campaign encourages viewers to “Join the No Worry
Movement” and is set against the classic Bob Marley song “Three Little Birds,”
marking the first time that Sandals has aligned its advertising with a
Caribbean entity.
The campaign was unveiled during a presentation to guests
and media at a reggae beach party at Sandals Montego Bay and featured a live
appearance by Skip Marley, grandson of the reggae icon.
“Since the very beginning, our brand has been focused on
making it easy for couples to enjoy a romantic, luxury Caribbean beach
vacation. Our new campaign bring this very simple idea to life,” said Butch
Stewart, Sandals chairman and founder.
“In words, images and great music by Jamaica’s own Bob
Marley, we’re saying don’t worry about a thing — come and relish the time you
have together. We’ve made sure that all you could desire is provided: amazing
accommodations, great food, wine, drink, watersports and so much more," said
Stewart.
The current campaign is an evolution of the previous
“Closer You Look” campaign, introduced in 2014, which focused on the quality
inclusions that differentiate the Sandals experience.
Stewart said that he and his team “were thrilled when
word came from the Marley Estate granting permission for the rarely-granted use
of Marley’s ‘Three Little Birds’.”
“Not only did we have use of the song but Skip Marley, a
rising entertainer in his own right, cut a refreshed modern version of the
song, which is at the forefront of the new campaign,” Stewart said.
The consumer campaign includes four print, television and
online ads for North American audiences and features programming messages that
encourage viewers to join the "No Worry Movement" by sharing their
#noworrymoment on social media.
The campaign will roll out in the U.K. in the second
quarter. A business-to-business campaign for the trade will debut later this
month.