Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program? The tiny island of Aruba is the most tourism-dependent island in Caribbean, with nearly 90% of its economy tourism based. The pressure on tourism revenues is always high for the livelihood of Aruba’s 110,000 people. In addition to visitation increases from our critical core markets, our goal is to attract a more affluent visitor, to raise on-island tourism spend. The core markets of New York, Philadelphia, Boston and Chicago, make up nearly 50% of Aruba’s total U.S. visitation. As mature markets, Aruba is always looking for digital media opportunities that break through and break new ground. As January and February are peak Caribbean travel winter months, (and the most competitive) Aruba partnered with digital OOH vanguards, Intersection, to deliver some “first-ever” creative using the power of the medium.With practically guaranteed sunny weather during storm season, dramatizing Aruba’s consistently warm weather in the midst of cold winter temps, is a key messaging point. Zeroing in on key audiences by zip code, dozens of “city specific” executions were created each with a “trigger point” base on real-time weather data pulled into the digital billboards. The more the temperatures dipped, the stronger the warm weather messaging. Specific executions were even created to pop up when there was snow, freezing rain or a Nor'easter On all the digital boards, the real “feels like” temperature for the city and Aruba were always displayed, dramatizing the difference in temps. The result was a real time, weather-triggered digital OOH media that delivered the most relevant message as possible. To add another level of interactivity, we executed an activation at a prime digital billboard location in Philly to add a hyper-personal element and generate additional in-market buzz. Passersby were given a warm Aruba hat and hot chocolate. We then surprised them and went “live” via FaceTime to meet Aruba locals standing by from a beautiful beach in Aruba.

Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns. (for example, click through rates or ad equivalency)The campaign was a tremendous success and hit our ROI goals and then some. A hi-tech and high touch combination that harnessed the power of digital. The reach, frequency and hyper-focused targeting capabilities of the digital OOH made the buy incredibly efficient. Importantly, when looking at the visitation numbers for January and February 2020 (pre-pandemic shutdown), we saw very solid increases in the markets where the campaign ran. January and February 2020 vs. 2019: New York: +3% New Jersey +4.8% Pennsylvania + 12.3% Illinois +24.9% As an added and unexpected bonus, the campaign also garnered media buzz for its innovation and creativity. The earned media coverage generated hundreds of thousands of dollars in exposure on top of the paid media buy. In addition, the “Chilly Philly” video posted on Aruba’s social also racked up hundreds of thousands of views and further solidified the warm sentiments for Aruba in its core markets.

Project Analysis: Please provide a brief background on the project and your company efforts to demonstrate good corporate citizenship in the areas of community involvement, environmental, or socially responsible practices.

Objectives and Goals: What did organization set out to achieve in undertaking this project in CSR? What were the goals you set to measure your success?

Results: How did you measure the effectiveness of your efforts and what direct and tangible results did you achieve? Please be as specific as possible and share the full impact of your efforts in CSR.

Leadership: Please list the individual in a leadership role responsible for the project and how would you characterize their commitment to promoting corporate social responsibility in the travel and tourism industry?

Situational Analysis: Please provide a brief background on the initiative and the problem, challenge or issue you were seeking to address in the areas of developing emerging talent and engaging existing talent to meet the demands of your business.

Goals: What did your organization set out to achieve in undertaking this initiative? What obstacles did you encounter?

Results and Impact: What results had the greatest impact on your target audience? Please comment on the process and the outcomes. What measures were used to determine success?

Situational Analysis: Please provide a brief background on the initiative and the nature of the issue you were trying to impact.

Goals: Clearly state your goals. What did you strive to achieve with this initiative?

Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the initiative?

Goals: Clearly state your marketing goals and audience. What did you strive to achieve using this piece or program?

Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns. (for example, click through rates or ad equivalency)

Entry TitleAruba : Weather-Triggered Digital OOH

DivisionDigital Marketing - Multimedia (Video, Flash, Animation) Series

CategoryDigital Marketing