Sandals
Millennials are redefining what connection looks like. They're choosing trips with family, close friends, or even going solo instead of the traditional couples getaway.
Insight
Challenge
Sandals is stuck in a love story, seen only as a destination for honeymooners and romantic escapes.
Opportunity
Position Sandals as the go-to luxury escape for best friends, friend groups, and solo travelers seeking meaningful connection.
OOH
Social
Experiential
Branded footprints with QR codes are placed around New York City, leading passersby to a surprise Sandals cabana — a luxury beach moment dropped right in the middle of the city.
Social Activation
To keep the momentum going, Venmo will surprise users with random giveaways directly in the app, a place where millennials are already interacting with their friends. This will create buzz and extend the campaign beyond the cabana.
Integrated Campaign
To shift Sandals away from its couples-only image, we introduced new “You&” travel packages. Designed for non-romantic getaways like friends, family, or solo trips, they offer the same all-inclusive luxury without the honeymoon vibes.
Outcome
With You& , we’re not just driving bookings, we’re rewriting the story from one-size-fits-all to all-inclusive. Whether it’s you & your partner, you & your favorite people, or just you…
Sandals is the premiere vacation choice to recharge and reconnect with those you love.
Art direction: Alison Kulak