A creative writer with a focus on
strategic insights, cultural trends, and saving cats.
 

Brief: Show the world Sandals Resorts isn't just some romantic cliche, but a place to authentically experience the Caribbean.

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Answer:  A campaign that doesn't shy away from their cultural truth, but instead uses it to propel the work. Made of Caribbean dispels their clichéd baggage by meeting it head-on, and highlights the core of the brand–the Caribbean–every step of the way.​​

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Results: 

•  Sandals.com saw a 15% increase in engagement rate at campaign launch.

• 4.2% increase in YoY bookings.