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'.
Message:
What is the key message intended for the piece/campaign?
What differentiates your piece/campaign in the marketplace?
Aruba is a natural playground to connect with each other and locals to explore, laugh and learn together. In an effort to connect visitors more deeply with the Aruban people and it’s culture, we set out to teach people the native language of Aruba, Papiamento. Papiamento is a melange of Spanish, Dutch, Portuguese, and African dialects – a cultural melting pot, just like the people of Aruba themselves! By engaging people with the Papiamento Lessons, we are connecting visitors to Aruba’s rich culture in a fun, entertaining way. The campaign consisted of a series of 8 Papiamento lessons focusing on words that are fun easy and people could use on their next trip to Aruba. Practical and engaging - all bringing visitor and local closer together, making the true connection of One happy island.
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.
With just 8 Papiamento lesson social posts we garnered: • 1,93,561 impressions • 365,518 video views • 452,683 total engagements Other tangible results of which our social media initiatives played big part. • USA Visitation up 9.7% TYD March 2018 • Average Hotel Occupancy 90% - the highest in the Caribbean • ADR up 11% RevPar up 16% • On island spend 2018 up 4%
Entry Title
Authentic Aruba : Papiamento Lessons
Division
Digital Marketing
Sub-category
Digital Marketing Series
Category
Web Ad Series
Classification
Entry Award:
Gold