Sandals Ad Campaign Features Renowned Bob Marley Tune

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.

Source: Travel Weekly