Challenge

Sandals Resorts is the largest operator of luxury, all-inclusive resorts in the Caribbean. The company has numerous couples-only and family-oriented properties in Jamaica, St. Lucia, Antigua and The Bahamas.

Sandals purchased the company's first property in The Bahamas to "Sandalize" into Sandals Royal Bahamian Resort and Spa on Cable Beach, Nassau. Sandals Royal Bahamian Resort & Spa offers vacationers one of the world's most beautiful white sand beaches, the unparalleled service of Sandals Resorts, six restaurants, 200+ rooms, and a private island.

Sandals was in the process of building a premier spa. The spa at Sandals Royal Bahamian would include wellness and fitness programs, massage therapies, body wraps and scrubs, hydrotherapy, steam baths, whirlpools, personal training, Swiss showers and more.

During that time, Sandals had created a promotional partnership with Gulfstream International Airlines to bring guests to The Bahamas. To accommodate the influx of additional vacationers, Gulfstream acquired five additional 3 passenger prop jet aircraft. Through a joint venture marketing effort, Sandals painted one of their planes in the color scheme of Sandals Resorts to promote the partnership. We had already launched this campaign early in the year via a publicity campaign.

At this time, Sandals wanted to increase awareness in their very lucrative South Florida market about the hotel, the spa and the airline sponsorship. They wanted to increase business for the coming fall season, when the spa would be complete. The client did not want to host the journalists for a long weekend because of the limited available occupancy (due to construction) and because they wanted the journalists to return to the resort when the spa was completed.

The Public Relations Program

We proposed to both Sandals and Gulfstream that we create "Day in the Bahamas" mini press trips. We invited English and Spanish language media from Florida for the day, departing on the early morning flight, landing in time to enjoy breakfast, followed by a tour of the property and introduction to management. Their afternoon began with a mini massage followed by a few hours of leisure by the pool or on the beach. They departed on the last flight and were home that night.

The program was popular with the client because they did not need a room, and the program was very well received among busy journalists who appreciated taking only a day out of their schedule to see the new property. Gulfstream also appreciated the additional press coverage they received.

Results

Sandals Royal Bahamian Resort and Spa and Gulfstream garnered comprehensive stories that were run in the daily and weekly consumer press. Stories included renderings of the spa, along with an inclusion of services to be offered.

Stories ran in the The Miami Herald, Fort Lauderdale Sun-Sentinel, The Palm Beach Post, St. Petersburg Times, Boca Raton News, Diario Las Americas, La Prensa, Glamour en Español, Miami Metro Magazine, Exito, Turismo Latino, Entertainment News and Views, Southeast Travel Professional and Caribbean Today.

The client was very happy with the results of the program.