{"id":5061,"date":"2025-09-22T05:41:42","date_gmt":"2025-09-22T10:41:42","guid":{"rendered":"https:\/\/icom.imagemakers-inc.com\/?post_type=casestudy&#038;p=5061"},"modified":"2025-09-22T05:41:43","modified_gmt":"2025-09-22T10:41:43","slug":"data-led-transformation-of-media-aligning-channels-and-creative-for-aruba-tourist-authority","status":"publish","type":"casestudy","link":"https:\/\/icomagencies.com\/work\/data-led-transformation-of-media-aligning-channels-and-creative-for-aruba-tourist-authority\/","title":{"rendered":"Data-led Transformation of Media Aligning Channels and Creative for Aruba Tourist Authority"},"content":{"rendered":"    <div class=\"section-wrap casestudy-hero position-relative casestudy-hero-block color-definer dark-color\"  >\r\n        <img decoding=\"async\"\r\n                src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/case-study-banner.jpg\"\r\n                alt=\"case study banner\"\r\n                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class=\"hidden-term\"><button class=\"custom-button\">SEM<\/button><\/a><a href=\"\/work\/seo-case-studies\" class=\"hidden-term\"><button class=\"custom-button\">SEO<\/button><\/a><a href=\"\/work\/social-media-case-studies\" class=\"hidden-term\"><button class=\"custom-button\">Social Media<\/button><\/a><button class=\"custom-button show-more\">&#8230;<\/button>\r\n                        <script>\r\n                            document.addEventListener('DOMContentLoaded', function () {\r\n                                const showMoreButton = document.querySelector('.show-more');\r\n                                const hiddenTerms = document.querySelectorAll('.hidden-term');\r\n\r\n                                if (showMoreButton) {\r\n\r\n                                    showMoreButton.addEventListener('click', function () {\r\n                                        hiddenTerms.forEach(term => term.classList.toggle('hidden-term'));\r\n                                       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'Show Less' : '...';\r\n                                        showMoreButton.classList.toggle('hidden-term');\r\n                                    });\r\n                                }\r\n                            });\r\n                        <\/script>\r\n\r\n\r\n                    <\/div>\r\n                    \r\n                \r\n\r\n                <\/div>\r\n            <\/div>\r\n        <\/div>\r\n        <a href=\"javascript:;\" id=\"work-scroll-link\" class=\"scroll-btn-wrapper work-scroll-btn-wrapper\">\r\n            <div class=\"scroll-text\">SCROLL<\/div>\r\n            <span class=\"scroll-btn\">\r\n                <img decoding=\"async\" src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/down-arrow-round.svg\" alt=\"bottom arrow scroll icon\" \/>\r\n            <\/span>\r\n        <\/a>\r\n    <\/div>\r\n    \n\n\n<div class=\"section-wrap heading-two-column-section color-definer light-color\"><div class=\"center-container\"><div class=\"two-column-row dFlex justifyContentBetween  single-column-row\"><div class=\"two-column-heading-wrapper\"><h3 class=\"two-column-heading\">BACKGROUND\/GOAL<\/h3><\/div><div class=\"two-column-wrapper-row dFlex\"><div class=\"two-column-card\"><p class=\"two-column-content\">Tourism is the lifeblood of Aruba, responsible for more than 75% of the island\u2019s GDP. Facing declining visitation numbers and reduced on-island spending, the Aruba Tourism Authority sought a bold transformation to reverse the trend and reignite growth.<br><\/p><\/div><div class=\"two-column-card\"><p class=\"two-column-content\">Nunc sed blandit libero volutpat sed. Mattis aliquam faucibus purus in massa tempor. Laoreet id donec ultrices tincidunt arcu non sodales. Amet cursus sit amet dictum.<br>Nibh mauris cursus mattis molestie a iaculis at. Sagittis nisl rhoncus mattis rhoncus urna neque viverra justo. Eu turpis egestas pretium aenean pharetra magna. Purus non enim praesent elementum facilisis leo vel. Consequat mauris nunc congue nisi vitae suscipit tellus mauris.<\/p><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"section-wrap heading-two-column-section color-definer light-color\"><div class=\"center-container\"><div class=\"two-column-row dFlex justifyContentBetween  single-column-row\"><div class=\"two-column-heading-wrapper\"><h3 class=\"two-column-heading\">STRATEGIC MEDIA APPROACH<\/h3><\/div><div class=\"two-column-wrapper-row dFlex\"><div class=\"two-column-card\"><p class=\"two-column-content\">Our\u00a0efforts\u00a0featured\u00a0three\u00a0core\u00a0strategic\u00a0pillars.<br><br>1. Evolve audience targeting by mining Aruba\u2019s and other Caribbean travel data,\u00a0mapping travel booking pathways against varying steps and influences, and\u00a0moving\u00a0from broad demo segments (Millennials, Upscale Boomers) to qualified consumer verticals: Wedding and romance planning, Fine diners, and Wellness enthusiasts.<br><br>2. Utilizing Mixed Media Modeling, we built\u00a0historical marketing mix models to identify the direct and indirect impact of channels. This allowed us to\u00a0reshape media channel usage (from 100% demo-led traditional media to 100% addressable media, executed at the zip code level), as well as incorporating tactics that optimized the creative messaging, such as\u00a0weather-activated media and first-mover partnerships with brands like AT&amp;T Mobile.<br><br>3. Move the plan from DMA-based execution to zip code-based investment, focusing on specific, high-disposable-income and high-travel-expenditure zip codes (including proximity to airports with direct flights).<br><\/p><\/div><div class=\"two-column-card\"><p class=\"two-column-content\">Nunc sed blandit libero volutpat sed. Mattis aliquam faucibus purus in massa tempor. Laoreet id donec ultrices tincidunt arcu non sodales. Amet cursus sit amet dictum.<br>Nibh mauris cursus mattis molestie a iaculis at. Sagittis nisl rhoncus mattis rhoncus urna neque viverra justo. Eu turpis egestas pretium aenean pharetra magna. Purus non enim praesent elementum facilisis leo vel. Consequat mauris nunc congue nisi vitae suscipit tellus mauris.<\/p><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"section-wrap heading-two-column-section color-definer light-color\"><div class=\"center-container\"><div class=\"two-column-row dFlex justifyContentBetween  single-column-row\"><div class=\"two-column-heading-wrapper\"><h3 class=\"two-column-heading\">RESULTS ACHIEVED<br><\/h3><\/div><div class=\"two-column-wrapper-row dFlex\"><div class=\"two-column-card\"><p class=\"two-column-content\">The transformation delivered measurable impact across all key performance areas:<br><br>\u2022<strong>\u00a07.6%\u00a0Increase<\/strong>\u00a0YoY Overall Visitations<br>\u2022\u00a0<strong>28%\u00a0Increase<\/strong>\u00a0YoY Site Traffic; +42% Increase YOY New Site Visitors<br>\u2022\u00a0<strong>11%\u00a0Increase<\/strong>\u00a0in YoY Awareness<br>\u2022\u00a0<strong>7.5%\u00a0Increase<\/strong>\u00a0in YoY On-Island Spend<\/p><\/div><div class=\"two-column-card\"><p 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