“My family has called the Caribbean home for more than six generations and there is no one who knows or loves this region more. We are Caribbean. We believe the Caribbean connects us all, it’s part of our soul and we want to share these unique experiences and this joy with the world,” he said.

Set for launch on Dec. 28, the omnichannel campaign will span linear television, digital, print, social and out-of-home advertising in key markets.

As depicted in a new brand film narrated by Stewart, the vibrant soul, rich traditions, and natural beauty of the Caribbean set the tone for the campaign, highlighting the brands’ commitment to be a champion for the islands and its people.

‘Made of Caribbean’ is an open invitation to connect people to the real Caribbean, said Stewart, from thoughtfully crafted cuisine and design aesthetics to warm hospitality and curated adventures.

The campaign captures the brands’ distinct approach to all-inclusive vacationing, offering more than the standard experience and emphasizing the warm spirit of family that has welcomed guests for over four decades, he added.

Two spots showcase Sandals’ and Beaches’ offerings. For Sandals Resorts, ‘Three Things’ “takes people beyond the brand’s typical perception, revealing soul-stirring experiences and adventures found only in the Caribbean,” according to the campaign’s directors. For Beaches Resorts, ‘Memories’ invites viewers on a journey of family vacations through the generations.

“Sandals and Beaches Resorts are exclusively and uniquely ‘Made of Caribbean,’ that is who they are,” said Mikal Pittman, EVP, Executive Creative Director at Leo Burnett. “The creative platform is designed to celebrate their authentic self and lays the foundation for the next stage of the brands’ evolution.

The multimillion-dollar campaign will unfold across various platforms and touchpoints throughout 2025 to include print ads in leading consumer and trade publications, as well as additional creative concepts, brand activations and media moments.

The most high-profile campaign element will no doubt be a massive out-of-home placement in New York City’s Times Square, timed to coincide with the iconic ball drop, and a spot airing during Dick Clark’s New Year’s Rockin’ Eve with Ryan Seacrest.

The evening will also bring video displays throughout New York City and Chicago, with Sandals-branded ride share cars that will come together in swarms at key moments.

Tony Cortizas, Chief Marketing Officer for Unique Vacations, Inc., an affiliate of the worldwide representative of Sandals and Beaches Resorts, said the new campaign is a “bold step forward” for sharing the Sandals and Beaches story.

“Sandals pioneered all-inclusive resorts in the Caribbean and with over 40% of guests returning again and again, the brands enjoy unbelievable worldwide recognition, with nearly eight in 10 people having heard of or experienced it. For a family-owned, regional hospitality company to have such a global impact, is remarkable,” said Cortizas.

Stewart added: “‘Made of Caribbean’ encompasses the true heart and soul of our organization. We are so deeply grateful to the teams at Leo Burnett and Wolff Olins for beautifully capturing who we are at our core. My father and Sandals Resorts’ founder Gordon “Butch” Stewart, built these world class brands through celebrating the place he cherished so deeply. He believed with unwavering certainty that the Caribbean was worthy of deep exploration – and that its people, the most welcoming in the world, are a constant source of joy. His vision lives on in everything we do and it is with great pride and gratitude, that we declare to the world, we are ‘Made of Caribbean’.”