Silver Marketing Summit - The Sandals journeyWe 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.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.

Jul 21, 2025

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.

Jasman Ahmad

Strategy Director

Jasman Ahmad

Strategy Director

Jasman Ahmad

Strategy Director

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.

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.

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