Sandals skips with a Marley - US$50m pumped into global Don't Worry campaign
The Marley family and Sandals Resorts International (SRI) have joined forces for the US$50 million No Worry worldwide advertising campaign showcasing Jamaica, which was launched on Friday night.
The Jamaican-owned resort chain showcased a total of four 30-second and a 60-second television adverts using the face of Bob Marley and his song Three Little Birds, along with the voice of Marley's grandson, Skip. The launch was held at the resort chain's flagship Sandals Montego Bay. Sandals currently operates 25 hotels in the Caribbean.
Voiced by former Jamaica Tourist Board (JTB) marketing officer, Donna Haynes, the commercials are booked to play around the globe every five seconds, said Sandals' Chief Executive Officer Adam Stewart.
No Worry comes on the eve of Bob Marley's 71st birthday on February 6 and Sandals Resort's 35th anniversary.
"We don't think that anybody signifies Jamaica, or any name more than the Marley name," argued Stewart, adding that the idea came from advertising agency Hunter Hammersmith.
Skip Marley was lauded as the new-generation Marley, who resonates not only with people worldwide, but also the millennium generation, which is the future of Caribbean tourism. "It is just a perfect fit and we feel incredibly honoured today," Stewart said.
The ads are scheduled to commence airing today. They will be shown on major US networks such as CNN, MSNBC, Fox and Discovery North America, as well as television channels in Canada and the United Kingdom.
According to the Sandals CEO, Skip Marley is on the song and every TV commercial.
Tuff Gong's executive label manager, Myshjua Allen, told the audience that the campaign is evidence of not only the enduring musical, but also the cultural and social impact that Bob Marley has had worldwide. She described the No Worry ad campaign as historic because of how it has incorporated the energy of a young Marley.
"They have taken what's a perennial for Jamaica and they have actually made it firmly a part of modern pop culture, so this is something that we are really excited to be a part of. We are all very happy to be a part of what has now happened with the icon, the legend, and now the legacy comes together in one moment to create the No Worry campaign," Allen said.
Chairman of Sandals Gordon 'Butch' Stewart said, "For me, this is one big, great honour to be aligned to the Bob Marley family ... , Bob Marley's music. It's going back to our roots."
He said the last 35 years have really been a long road, with twists and turns, yet an incredible journey. "We have enjoyed every moment of it, but it's time now to go back to our Jamaican roots and the flavour of the marketing and advertising," he stressed.
According to the founder of Sandals, who said 35 years ago when he first saw Sandals Montego Bay, it was a rundown 99-room resort, Bob Marley is as relevant now as when he was alive.
Adam Stewart said, "The ads resonate with Jamaica and so many past guests that know our history, and our story can relate to the ads."
"The Marley family is a win, and brand Sandals is a win, so it must work."
The Jamaica Tourist Board (JTB) used Marley-Curtis Mayfield's One Love/People Get Ready to advertise Jamaica for several years.