Priming high earning long haul travelers to consider Aruba as their Caribbean destination, so that they would commit to booking early to avoid disappointment!
Challenge
Long haul travel comes at a high cost. Fear of missing out is the biggest driver for early bookings.
Understanding that the Aruba target audience likes to adventure, but also seeks confidence in a risk and hassle-free destination was key. They need information and inspiration to help them envisage being there - before starting the journey to make a booking.
Solution
We strategically timed our large format OOH campaign to capture the audience's attention during moments of stress and daydreaming, such as their daily commute, when they were most likely craving a holiday.
By showcasing stunning images of 'Eagle Beach' (the world's no.1 beach!), we effectively reached an affluent audience, providing enough dwell time to inspire their holiday plans.
Partnering with a respected Publisher, we transitioned the campaign from creating FOMO to driving action, as the digital component encouraged users to explore more and ultimately book their dream getaway.
Effectiveness
96% tend to take action and find out more as a result of seeing the campaign
9/10 agree that impressions of Aruba as a destination for them improved
+44% unprompted awareness improvement year on year
+47% increase in site traffic year on year
"Applying clear audience insight to meticulous media planning made for a very successful campaign. Marrying D19’s smart media strategy with our dreamy creative resulted in our most effective campaign to date.”
Country Manager (UK & Ireland), Aruba Tourism Authority
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