MONTEGO BAY, St James — Sandals Resorts International has partnered with the family of reggae icon Bob Marley to embark on a colossal Sandals marketing campaign, dubbed ‘No Worry’, launched at a pulsating beach party at Sandals Montego Bay, Friday night.

The ‘No Worry’ advertising movement, featuring, Skip Marley’s rendition of his late grandfather’s

Three Little Birds, forms part of an intensified Sandals advertising campaign which sees one of the hotel chain’s ads aired at a location on Earth once every five seconds.

Skip Marley is the son of Bob and Rita Marley’s first child, Cedella.

“We want you to join the ‘No Worry’ movement with this organisation, and we are going on this mainstream media super highway and play a Sandals commercial somewhere in the world every five seconds,” said Sandals Resorts CEO Adam Stewart just ahead of introducing four new Sandals commercials that are going to be played around the globe.

“We know that people come here have the time of their lives, and we really sat back and we felt we really wanted to bring together these two iconic relationships (Marley and Sandals); and I want to thank Skip Marley… for being here with us,” Stewart added.

Chairman of Sandals Resorts, Gordon ‘Butch’ Stewart, expressed similar views to his son’s.

“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. The last 35 years have really been a long road; it’s been a really long road, twists and turns, it’s been incredible. We have all 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. Thanks to Skip Marley for responding so quickly, putting out this great, beautiful commercial,” said the elder Stewart, who is also chairman of the Jamaica Observer.

“I was in Cuba and I met the minister of tourism some years ago and he said to me, ‘You know, Mr Stewart, there are three [recognised] names in the Caribbean – Fidel Castro, Bob Marley, and Sandals Resorts’,” Stewart told guests at the launch.

Meanwhile, Executive label manager of Tuff Gong International Myshjua Archibald explained that the Marley group is also thrilled by the union.

“This is exciting for us at Tuff Gong and the rest of the Bob Marley Group of Companies. And, you know, this commercial campaign is perfect evidence of not only the musical impact, but the cultural and social impact that Bob Marley has had worldwide for what’s coming up three generations now,” Archibald said.

“So the ‘No Worry’ ad campaign is historic; of course, not only because of the joining of Marley and Sandals, but even more than that, what it has done is, it has incorporated the energy of a young Marley, like Skip Marley, and 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 together in one moment to create the ‘No Worry’ campaign.”

In the meantime, the elder Stewart, who noted that the Sandals journey started at the Sandals Montego Bay property in 1981, praised all the stakeholders, including his return guests and members of staff whose work have made it possible for the Sandals chain to be voted the best all-inclusive for the past two decades at the prestigious World Travel Awards.

“We just won for the 20th year in a row, World’s Best All-Inclusive. To do that for 20 years in row, you have to have the best staff 20 years in a row. Hats off to the staff! You know I brag everywhere I go,” the Sandals Resorts chairman said.

Meanwhile, the younger Stewart disclosed that reaction to the ‘No Worry’ ads, which started airing last Monday, has been overwhelming.

“The feedback has been ecstatic, and you can see it on the beach here tonight with existing guests. Jamaica is a win. The Marley family is a win, and brand Sandals is a win, so it must work,” he told the Sunday Observer.