Turn Key Blog. Things we've done and the things we love.

Our PR Senior Account Executive, Gina Reay , discusses Sandals’ recent statement following Katie Price’s very public complaint about her experience at one of its resorts…

I’m secretly obsessed with celebrity gossip, so when I found out that Katie Price had got married for the third time, I practically sprinted to the nearest newsagents to buy a copy of Now magazine. The mag claimed to have exclusive pictures of the matrimony, along with ‘all the gory details’ of events – it did not disappoint and I got my celeb fix for the day.

Later in the week, following the revelations, Katie Price issued a strongly worded complaint to Sandals about her experience at its Royal Bahamian Resort and Spa. Although she chose not to complain through a quick email to the manager or a tweet to its customer service team, no, in true celebrity style, she ranted in her column in The Sun newspaper. “Sandals, my arse” she wrote, “it was more like a smelly old flip-flop” – she then went on to criticise staff for asking if she was a porn star and the resort for not providing her with a private space for her third wedding. Not a great write-up for Sandals!

The high end holiday group were quick to respond however, with a statement that almost made me spill my coffee. You can read the full statement here but these are a few of my favourite quotes…

“Sandals Resorts are surprised by the allegations made by Ms Price. Without an international profile, the resort team were oblivious of Ms Price’s fame and welcomed her with the award-winning service given to all its guests. Once at the resort Ms Price did identify herself to her dedicated Wedding Manager and explained her profile in the UK.”

“The team were thoroughly understanding and accommodating of Ms Price’s request for privacy, offering use of the resort’s private offshore island, Sandals Cay, for her wedding ceremony and the duration of her stay. However, Ms Price declined this offer, and against the Sandals team’s advice opted instead to hold the ceremony on the public beach where she was photographed by paparazzi.”

“Sandals Resorts is disappointed  that Ms Price was not happy with her stay and as a gesture of goodwill are willing to offer her a refund on condition that she does not choose our resorts for any future weddings or stays.”

“Sandals  has been welcoming guests through its doors for over three decades and prides itself on excellent service, award winning product and has one of the highest returning guest rates in the industry.”

It’s not your average corporate statement that’s for sure – Sandals basically accuses Katie of lying, asking her not to return. At first glance, I thought Sandals’ PR team had made a monstrous error, being so outspoken to such an opinionated celebrity surely couldn’t bring any good?

Then I watched the well-worded statement slowly take over the internet and the pure brilliance of it struck. Sandals’ resorts are luxury holidays which cost thousands of pounds per stay – Katie Price isn’t necessarily the type of celebrity endorsement they would want, therefore hitting back at her criticism sends out a clear message.

A few paragraphs of seemingly honest copy has seen the brand mentioned in every women’s weekly and gossip website going and the brand’s values, offerings, key messages and accreditations which are infused have been printed word for word. I think it was a clever PR spin that has certainly seen them come up on top – whose side are you on?