BACKGROUND/GOAL
Tourism is the lifeblood of Aruba, responsible for more than 75% of the island’s 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.
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STRATEGIC MEDIA APPROACH
Our efforts featured three core strategic pillars.
1. Evolve audience targeting by mining Aruba’s and other Caribbean travel data, mapping travel booking pathways against varying steps and influences, and moving from broad demo segments (Millennials, Upscale Boomers) to qualified consumer verticals: Wedding and romance planning, Fine diners, and Wellness enthusiasts.
2. Utilizing Mixed Media Modeling, we built historical marketing mix models to identify the direct and indirect impact of channels. This allowed us to reshape 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 weather-activated media and first-mover partnerships with brands like AT&T Mobile.
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).
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.
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.
RESULTS ACHIEVED
The transformation delivered measurable impact across all key performance areas:
• 7.6% Increase YoY Overall Visitations
• 28% Increase YoY Site Traffic; +42% Increase YOY New Site Visitors
• 11% Increase in YoY Awareness
• 7.5% Increase in YoY On-Island Spend
