Sandals Resorts, Capitalizing on Bitter Temps, Touts its Beaches
Getting a little cabin fever? Sandals Resorts hopes so and is out with a multi-faceted campaign to get people to shake off the bitter winter chill with a visit to one of its sultry, white-sand beach resorts.
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| Sandals Beaches entices consumers to its warm-weather resorts |
The operator of resorts in the Caribbean is out to reach couples for its Sandals Resorts and families for its Beaches Resort through a variety of promotions, including an instant-win radio promotion, giveaways, sweepstakes and even by building your own bear for a chance to win a trip to one of the resorts. The prolonged time frame of the campaign is a move away from focusing specifically on Valentine’s Day with promotions targeting couples.
“As soon as the temperature drops in the northeast, our phones start immediately ringing off the hook,” said Maggie Rivera, a spokesperson for Sandals Resorts. “We felt that there was something to that and we wanted to give it some more longevity than pigeonholing into just a Valentine’s promotion.”
An on-pack instant-win sweepstakes, in-stores now through April 15, partners with Hasbro’s new Now Jr. Personal Video Game Player for a chance to win a Beaches Resort vacation for a family of four. An on-pack sticker burst alerts consumers to the promotion and to register at
Videonowjr.com or at
Hasbro.com to find out if they have won.
A partnership with Build-A-Bear Workshops begins Feb. 15 and ends March 13 where visitors to any of 170 stores in the U.S. and Canada can create a Pawsome Family Fun package that includes a Beaches Resort vacation. They can register to win a vacation for a family of four given away each week. Participants can also register online at Buildabear.com. Grand-prize winners get the trip and first-place winners get a Build-A-Party.
On Valentine’s Day, the first 14 couples to become engaged at New York City’s Tavern on the Green restaurant, will win a trip to one of its resorts.
A nationwide radio campaign now underway in conjunction with Clear Channel Communications touts the Sandals Resorts Winter Giveaway National Promotion on more than 185 Clear Channel radio stations. Listeners get the chance to be the first to call in to win one of 41 trips for two to a Sandals Resorts for a three-night stay including airfare, meals, drinks, nightly entertainment, land and water sports. The trip is valued at $4,900. An online contest runs simultaneously at more than 1,000 radio station Web sites. The two-week promotion ends tomorrow. Clear Results Marketing, LLC, Miami, coordinated the radio campaign.
