THE CAMPAIGN
We worked with Sandals Resorts on their first ever hand-painted mural to boost bookings during a highly competitive peak turn-of-year period. Sandals were particularly keen to increase awareness among a slightly younger demographic and acquire new customers with an original approach. They settled on one of our busy Shoreditch sites to amplify their message to perfect passers-by and activated a Blue Monday competition using the Mural as a social post prompt. Entrants were encouraged to follow @Sandals_uk on Instagram, like the competition post and leave a comment on the post tagging the person they’d like to take to Sandals' with them if they won. A perfectly timed competition with a huge dose of positivity to blow the blues away.
Project Details
Client:
Sandals Resorts
Location:
East London
Sector:
Travel
Tagged:
Nature
RESULTS
The mural was prominently displayed in a high-traffic area and prime Shoreditch location, ensuring it was seen by a broad audience. The artwork was visually striking, shareable, and truly unmissable, creating a buzz in the community and online – and ensuring Sandals was top of mind and cut through the noise during this competitive period – and the typically gloomy January weather. Using the mural imagery in the social competition was a great stimulus for entry and allowed for excellent traction across the Sandals social channels, highlighting how paid media in OOH works hard hand in hand with owned and earned media. The competition launched on Blue Monday, 15th January, and closed for entries on 31st January. During that time, Sandals saw a total of 255,284 impressions, 16,015 likes and 8,935 comments on the post. The mural was also featured widely in the press, picking up nods within the travel industry including TTG Media and Salon Prive Magazine – and was even featured as a Top 5 Campaign of the Week in Performance Marketing World.

This 1470 sq ft concrete canvas, took a combined 200 hours of meticulous hand-painting and delivered jaw-dropping, spine-tingling, photorealism.

    "

    We were thrilled to debut Sandals Resorts’ first-ever mural wall in the buzzing area of Shoreditch…We wanted to create something impactful to support the annual Turn of Year campaign to cut through the noise and present the brand in a different way to new audiences. The mural wall helped us achieve this as well as bringing some Caribbean sunshine to East London during a key sales period."

    Jenny Sowerby, Director of Marketing at Sandals