Make Aruba the perfect holiday destination for Flemish tourists
For the period of 2010-2011 the tourist office of Aruba (ATA: Aruba Tourism Authority) asked us to position the Caribbean island, amongst Belgian tourists, as an attractive and exclusive holiday destination.
We sent out eight press releases a year to trade press as well as mainstream press. For these press releases we tried to find or create links between Aruba and Belgium (e.g. Belgians in Aruba with a remarkable story, figures on the amount of Belgians going on holiday to Aruba, etc.). We consistently focused on the USP’s of the island: the weather is always nice, no hurricanes, the language (the people on the island speak Dutch), gastronomy, the white beaches and the beautiful coral reefs.
We regularly organised press trips to Aruba under the supervision of Global Image. In 2010 as well as in 2011 we organised a trade event for travel agencies who offer holidays to this beautiful island. In this way, we came in touch with several tour operators. Thanks to the creation of a Facebook page, Aruba can come into contact with Belgian tourists. We also ensured that Aruba was used as a location for TV shows or foto shoots for magazines (product placement) and we set up joint promotions. Aruba came to the attention of the whole of Belgium thanks to the promotion of MICE on Aruba.
2010: Aruba invested €60,000 in Belgium and the media return was €235,000
2011: Aruba invested €60,000 in Belgium and the media return was €827,500
These figures are based on gross advertising value
By using press releases and press trips articles appeared in several pages of amongst others Weekend Knack, De Zondag, Het Laatste Nieuws, a bathing suit special and travel report in P-Magazine, a photo shoot and a travel report in Elle Magazine. Aruba was also the setting for eight episodes of the TV show ‘Wie Kiest Pieter?’ (‘Who Does Pieter Choose?’) that was aired in the period of March-April 2011 on prime time on VT4. We accomplished to set up joint promotions with Pizza Hut and Randstad. Furthermore, Aruba was fully included in their communication plans as commercial partner.