Sandals have launched a rebranding initiative designed to redefine the firm’s all-inclusive position “in a crowded marketplace,” according to chairman Gordon “Butch” Stewart, as reported in Travel Weekly. The cost is marked as being multi-million dollar.The move will bring the brand into line with more modern branding and prove the quality that Sandals offers.

Sandals have never claimed to be the cheapest all-inclusive but it certainly is the best, this has been proven by year-on-year success at the World Travel Awards.

Campaign components include: new ads, billboards and collateral materials that include a 192-page brochure; newly branded Red Lane Spas that offer special couples’ treatments; and the launch of the Butler Service next month in the top-suite category at Sandals and Beaches Resorts.
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