Beaches, the luxury family resorts brand by Sandals, lacked real definition and understanding in the UK.
Almost a victim of the Sandals brand of couples-only holidays’ success, it was struggling to communicate its very different values – specifically that it’s especially for families!
Asked to explore how Beaches could re-establish its own individual personality, we went, we asked, we saw, we experienced – talking to management, staff and guests alike to see the brand through their eyes.
What followed was a frenzy of blue-sky thinking, which threw up a host of creative concepts and campaign themes for discussion and development before we hit upon the beach umbrella theme ‘We All Love Beaches’, using friendly and familiar characters to say simply and clearly that, unlike its sister brand, Beaches is simply for everyone.
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