Local radio unites for Sandals St Vincent campaign

Five local radio stations joined forces to broadcast live from the new Sandals St Vincent and the Grenadines resort in a major collaboration led by Rob Wills.

The project, run under the ‘Local Radio Promotions’ banner for Sandals Resorts UK, brought together kmfm, Nation Radio South, Radio Exe, Isle of Wight Radio and More Radio to deliver a unified week of drive-time programming.

Each station produced its own live shows from the Caribbean resort, featuring local experiences, interviews, and a competition offering listeners the chance to win a seven-night all-inclusive holiday.

Rob Wills said the campaign was one of the most rewarding projects he has worked on, adding: “This really proved what local radio can do when it works together – great content, memorable radio, and meaningful results for both audiences and our client.”

The team created a central content bank of interviews, imagery, and artwork, allowing each station to draw on shared assets while maintaining their own identity.

Support for the Sandals Foundation was also included in the broadcasts, highlighting its work to rebuild communities following the impact of Hurricane Mellisa.

Cleanfeed’s Marc Bakos provided technical support to ensure broadcast quality, with additional help from kmfm’s Lee Turner, Becca Webb, and Kamaldip Panesar. Rob thanked Sandals’ Natalie, Alice and Esme for their trust in the project, and praised the station teams and programme directors involved.