ARUBA 2018

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USING THE POWER OF LOCALS TO STAND OUT
IN THE CARIBBEAN “SEA OF SAMENESS.”

OVERVIEW

SITUATION

This island of Aruba has enjoyed incredible visitor and spend growth since our acceptance as agency of record in 2012.

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To stay ahead of the trend of experiential travel, and further differentiate Aruba
from the Caribbean competitive set, we shifted strategy and creative to highlight
the people of Aruba based on our trend analysis that “Authenticity is the new Premium”.

We constantly track island visitation, spend, and attitudes and know when and how to change gears.

We gave the stage to the Aruban people to tell why they love their happy home in an emotionally transparent and honest way. We engage our consumer in a personal story that cuts through the digital noise and buzz providing an irresistible invitation to connect.

LONG FORM VIDEO


VIDEO CONTENT HUB

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SHORT FORM SOCIAL VIDEOS

DIGITAL BANNERS

PRINT

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RESULTS

In 2017, we doubled our visitor goal and achieved the highest hotel occupancy levels in the Caribbean. With significant growth in seasonal shoulder periods the hotel ADR and RevPar figures exceeded expectations and massively outpaced the Caribbean average.

In 2018, we see Authentic Aruba driving visitation further with the latest campaign delivering hundreds of thousands of video
views across digital and social platforms. Our social media is currently delivering a 33% engagement rate and our YouTube video pre-roll is delivering a click through rate 138% above benchmark!