May 20, 2024Written by Catherine Masters
katherine masters
feature editor
Work on the mural began on January 8th and it remained there for the rest of the month
Back in January, unique pieces artwork was on display Whitechapel High School in London Street on the southern border of Shoreditch.hand painted mural Photo of a man swimming with turtles In the ocean blue – almost everywhere It was 10 meters wide and 14 meters high. Designed to infuse the Caribbean Just a ray of sunshine on a gray winter day The moment that passersby would most likely want.
The mural was reflected in Sandals' strategy. Courting Young Audiences – Team I chose street art as a means of communication. Collaboration with Millennials, our main target in 2024.
jenny sowerbydirector marketing, unique vacation, sales and marketing personnel UK-based Sandals Resorts explains: “Over the past 18 months, we have I'm on a big journey With our brand.we I gained new insights about us. current and future audiences; and we aim to increase brief moment of consciousness younger demographic.we have Although a loyal customer base, I also want to acquire new customers. ”
After considering various sites, They settled in Shoreditch. “This area has That’s a lot of footsteps,” Sowerby added. “we See how your target audience behaves I was relieved because it was indexed there. I think that's very fitting. ”
Approaching London-based Sandals advertising agency, global street art, The mural was spray painted by three people. We will introduce artists over three days.
The mural was backlit so that passersby could see it even on dark winter nights.
people passing by I saw a mural The path to completion.that It was a cheerful image of being blown by the wind. And it’s raining,” Sowerby says.
The mural was supported by tubes bus advertising, social media Contest started on blue Monday offers a chance to win Vacation to Antigua.
“It helped tie the mural together Please use something more specific.” “And he encouraged people to: Engage with the brand. The campaign resulted in 255,000 impressions, 16,000 likes, and 9,000 comments. ”
It is estimated that 510,000 people I would have been looking at the mural and applauding for a week. January 8th and 31st, Sowerby admits. Difficulty in tracking the moment impact. Instead, Sandals explains: We conceived this project for long-term benefits.
“That’s because we Cut-through for a busy time of year. Benefits are felt over the long term Along with our brand awareness. ”
caribbean artists Contributing artwork to Sandals Resort, This is my first time using sandals. Street art for marketing purposes.
“There's a huge appreciation for good-looking street art, and we think there's a lot of room for that kind of marketing,” Sowerby says.
Jenny Sowerby is the Marketing Director for Unique Vacations, an affiliate of Sandals and Beaches Resorts' worldwide exclusive sales and marketing staff.
trade involvement
With the same goal of stopping customers from taking action, Trucks, Sandals are helping agents install Wall of sandals in the store.
“We have brochures, hang-ups and posters. We have completed all types of car wraps for agents.we are very open Work with your agent to realize your unique vision of how to introduce us to our customers,” Sowerby said.
Education is critical to understanding your brand. She added, urging agents to take Sandals online Training courses; Follow exclusive deals Our Facebook page has weekly offers and common information I answered your question.and to use an agent The hub has dedicated resources such as: Images, banners, fact sheets.focus on social Media can be the most cost-effective marketing The solution, she advises, is to consider investments such as: Sandals creates shareable video content.
Expansion to new islands such as St. Vincent puts more emphasis on destination sales
island of love
Another way Sandals' marketing has evolved is through Focus on the destination.now Customers will see more inspirational islands Content across marketing, not just images Resort.For example, an ad for Sandals Royal. In Curacao, which opened in June 2022, Willemstad, the capital of the island – Butler's Perks In your suite, explore the island using your mini.
“What is all-inclusive? It’s just for the fly and flop,” Sowerby explains. “what? What is important to people has changed.for our uk For customers, the destination is as important as the destination. Resort and new dinner program It was very popular. ”
The same tactics are used for promotion Sandals St. Vincent and the Grenadines opens In March of this year. “Like Curacao, St. Vincent is not like that. well known so we need to educate people about it Why do they have to go to these islands?'' Sowerby says.
video content and Outdoor advertising and sandals have also been relocated. Back to direct mail. “In a world so digitalized, It’s heavy,” Sowerby said. “It's becoming a real luxury.” Get the magazine. ”
And good old luster Magazines are good for telling stories A family-run Caribbean hotel Highlight your brand's important initiatives sandal foundation.
“Our customers are from the UK. wherever they choose,” she says. “our Our story and our 40-year legacy is What separates us from other people. ”
