Adrian Awards 2018
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Situational Analysis
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 at an all-time high for both the livelihood of Aruba’s 100,000 people and the government tax revenue. With significant visitation increases since 2012, our focus turned to value rather than volume. In particular, a move towards a more Affluent visitor with a higher disposable income in order to raise island tourism spend. We wanted to achieve this in a way that contributed to the local community’s economic, social and environmental wellbeing. Not growth for growth’s sake, but sustainable growth with value and purpose for the community. The attraction of a more affluent market is commonly driven by product - new or enhanced hotels, resorts or attractions. But with no new significant developments on the horizon, we found our affluent hook in the warmth and openness of the Aruban people, who love to share their One happy island.
Marketing Objectives:
Clearly state your marketing goals.
What did your company strive to achieve using this piece or program?
1. Increase visitation notably from a more affluent base Aruba had traditionally enjoyed great repeat visitation but from a visitor base who was growing older, traditionally blue collar base and influenced by a timeshare dynamic. All of which did not lend itself to higher spending on island. 2.Highlight local activities affluent travelers desired - to increase island spend If we could identify the activities a more affluent base desired and differentiate them from elsewhere in the Caribbean then these could provide an attractive draw to a place already known for some of the best weather and beaches. 3.Ensure these attractions benefited and championed the local community It was clear that to get people out of the hotels and resorts and explore the island not only would differentiate but also promote on-island spending with locals. 4.Carve out differentiation for Aruba in the Caribbean Our research and affluent base demanded it!
Target Audience:
Who was/is the target audience?
Characterize the composition, size, and location of your target audience.
1. Middle-burb families: They love the relaxing get-away, and are fond of the all-inclusives, where the kids taken care of. But now they’re looking for ‘why Aruba’ and looking for an experience beyond the resort…so long as its safe for the kids. 2. Affluent Empty Nesters: An expanded key active group to 65 years of age. They love a blend of activity and culture, so long as there’s a nice glass of wine and restaurant at the end of the day. 3. Affluent Millennials: They uncompromisingly want authentic culture, activities & events that are share-worthy and tailored for them. Of Aruba’s U.S. visitation, 60+% comes from the eastern seaboard with New York, Boston and Philadelphia at the top 3. Chicago and Houston round out Aruba’s top 5 markets.
Research, Planning, and Implementation:
What market research was conducted prior to planning the piece/campaign? Describe how you planned and produced the creative asseets with the mobile canvas in mind.
1. Travel Trend Tracking. Through international travel trends we understood Authenticity was the new premium and also, in an age of technology overload, real human connection was paramount. 2. Quantitative Research. We engaged IPSOS to conduct a quantitative tracker, which revealed that, whilst Aruba had the highest appeal amongst competitors, it suffered from a low ‘value for money’ and ‘variety of things to do’. We also understood the needs of an affluent traveller to be 'a variety of leisure activities' combined with 'experiencing local culture in an unique outdoor setting'. This we determined equaled a unique experience worth paying for. 3. Qualitative Research. We conducted focus group research across New York, Boston and Chicago and presented the campaign concepts. It was seen that ‘the true Aruba’ was relatively unknown but after the campaign was shown Aruba was seen as “motivating, authentic and differentiating” and ‘fresh and unexpected'.
What is the key message intended for the piece/campaign?
What differentiates your piece/campaign in the marketplace?
We set out to add another level to the meaning of “One happy island” by making a real human connection between local and visitor. Our “Authentic Aruba” campaign featured real Arubans proudly expressing the reasons why they love their happy home. The same exact reasons why today’s “experience seeker” traveler will also fall in love with Aruba! Our Positioning: Aruba is a natural playground to connect with each other and locals to explore, laugh and learn together. Our happy island. Your happy island. One happy island. The Authentic Aruba hub was local storyteller pages on where visitors watch the local stories, click into a photo gallery and view a My Aruba series for insider tips on where to find and experience the locals favorite spots. All strategically based on our key niches of Adventure, Wellness, and Family. The Authentic Aruba campaign was anchored in digital, mobile and social, but was also supported by TV, ecrm, sales and trade and public relations.
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.
1. Increase visitation - from the right people USA Visitation up 13% - tracking well above the 2017. In particular Affluents increased by 5% Hotel occupancy 88% - the highest in the Caribbean Hotel ADR up 14% Hotel RevPar up 18% 2. Increase affluent spend On island tourist spend increased 4% 3. Increase engagement • Our local heroes received way beyond travel benchmark attention: • You Tube achieving 64% video completion rate (over 4 x travel industry benchmark of 15%) • Publisher video streaming completion rate 74% - above benchmark 60% • OTA sites commanding a ROAS of 8-10 x travel benchmark • Social media impressions over 10m, over 1m video views and engagements, achieving almost double Facebook travel benchmark engagement • Local specific landing pages have higher average time on page on +2minutes, 30 seconds.
Entry Title
Authentic Aruba : Local Stories : Campaign
Advertising Campaign
COMPLETE CAMPAIGN (to include Positioning) -Consumer/Group Sales/Travel Trade
Entry Award:
Gold, Platinum