Sandals Resorts: All You Need Is Love

Sandals Resorts teamed up with ABC-TV to keep Sandals All-Inclusive Luxury Resorts top-of-mind for consumers in key cold weather markets during January/February 2005. ABC custom-produced a series of on-air vignettes highlighting key Sandals amenities, driving viewers online to win a romantic Sandals getaway of their own.

Online elements included:

• Dedicated splash page highlighted the brand attributes and key messages, and provided a sweepstakes point of entry
• Sandals Resorts branded e-cards served as a means to enter and provided a viral component
• Romance Guide extended Sandals Resorts branding and deeplinked to appropriate pages within www.sandals.com
• Banner ads around the ABC Owned TV station websites drove click-through to the splash page
• Rich media featured an animated door and "Do Not Disturb" sign, resolving to a "skin" replacing users' navigation bar (Forward/Back buttons) with Caribbean-themed icons, motion graphics and audio of a steel drum band
• Travel section sponsorships