Silver Marketing Summit - The Sandals Journey
We recently had the pleasure of speaking at the Silver Marketing Summit, Europe’s leading conference focused on championing the needs, interests, and influence of the UK’s mature consumer.
The day brought together marketers and brand leaders to explore how best to connect with audiences aged 50 and over. On stage, we shared the story behind our latest campaign with Sandals Resorts, offering an exclusive behind-the-scenes look at how we approached one of the most competitive windows in the travel calendar.
Rewinding to the brief
To achieve this, we had to go back to September 2024 when Accord was appointed as the UK marketing agency for Sandals, with a clear mission: to deliver a standout Q1 2025 campaign that would capture attention, drive consideration and secure bookings during the pivotal turn-of-year period. With competition fierce and consumer expectations continually shifting, we began by diving deep into the data to understand who the Sandals audience really is and what luxury travel means to them.
Uncovering the insights
Our research revealed that while only 9% of UK luxury travellers were actively considering the Caribbean, the region's appeal remained strong, fuelled by sunshine, beaches, cuisine, and cocktails. But luxury isn’t one-size-fits-all. For some, it’s defined by gourmet dining and private butler service; for others, it’s about wellness, scenic tranquility, or digital detox. These insights formed the foundation of our campaign strategy.
Audience segmentation played a pivotal role. Using Studio AAPT’s segmentation model, six distinct traveller types were identified, each with their own travel mindset, from Bougie Insiders seeking the right crowd and scene, to Quiet Conservatives valuing familiarity and relaxation. Among these, three segments stood out across a wide age group of 25-65: Active Progressives and Mature Moderates delivered volume, while Good-Natured Extroverts delivered value.
Media mix matters
Media consumption patterns added further nuance. Under-35s leaned into out-of-home formats, while the 55+ audience showed a clear preference for traditional media -especially television. This insight prompted a strategic rebalancing of the media mix, reducing the emphasis on digital and increasing investment in high-attention channels, such as TV and print. As a result, TV spend rose from 24% to 40%, while digital display and paid social were scaled back to align more closely with actual attention levels.
Creative execution was also adapted. For older audiences, messaging was refined to reflect their values and preferences, while digital strategies were tailored to maintain relevance with younger travellers. The result was a campaign that felt personal, relevant, and resonated across the different age groups.
Results that matter
The results were impressive. Brand consideration among 55–64-year-olds increased from 49% to 50%, and among the 65+ audience, it jumped from 40% to 49%. Most significantly, 67% of year-to-date 2025 bookings came from those aged 51 and over - clear validation of a well-informed, commercially effective strategy.
Following our session, Jenny Sowerby, Director of Marketing at Sandals, took to the stage to expand on the brand’s approach. While Sandals enjoys an impressive 78% prompted awareness in the UK, familiarity sat at just 35% - revealing a key opportunity. One major challenge? The lingering misconception that “all-inclusive can’t be luxury.”
Jenny addressed this directly, reasserting Sandals’ identity as a Caribbean-born, adults-only pioneer in the luxury all-inclusive space.
Elevating the brand
Not one for standing still, Sandals launched a refreshed brand creative for 2025, centred around real customers and a smarter media approach. A standout moment has been the partnership with Anthea Turner, a trusted, familiar face with the mature audience. Her involvement led to a six-page feature in OK! Magazine, widespread digital coverage, and an impressive reach of over 126 million - generating £30,000+ in media value, all without any paid spend. Her social content alone added a further 3 million in reach and boosted engagement and followers for @sandals_uk.
Together, Sandals and Accord continue to evolve the brand’s marketing strategy -refining the media mix, elevating visual storytelling, and prioritising partnerships that genuinely connect. The focus remains on telling the Sandals story through authentic voices and real-world experiences that capture the spirit of the Caribbean.
Jasman Ahmad
Jasman is our Strategy Director and responsible for combining creative thinking with factual and statistical data to plan and solve clients’ biggest challenges.
