Aruba's Radio 'News Update' Boosts NY Tourism by 15+%

You're sitting in your car in the middle of winter and suddenly you hear a weather report on your Radio that says: "It's 82 degrees..." You listen a little more carefully, and you discover the weather report is for "Aruba."
That's the centerpiece of the "Escape to Aruba" Radio campaign mounted by the Aruba Tourism Authority in New York and eight other major markets this winter. The 'News Update', says Derrick Ogilivie, senior copy writer at Fitzgerald+Co., the ATA's Atlanta-based ad agency, "is written especially to catch listeners in their snowy, sleety, rainy day and surprise them . . . to make them stop and consider where they currently are -- versus where they could be in just a few hours."
Radio is the only medium that could catch them behind the wheel, and, adds Ogilivie, it "allows us to paint a visual image using words and the consumer's own imagination and dreams of 'escape'." The first flight aired from mid-November thru December, the second flight aired January thru February. The strategy is apparently working. Aruba experienced a growth rate in the New York market of 9.67%, according to Angela Cocke, account manager at Fitzgerald+Co. But, for December, Aruba's visitors from the New York market increased by 15.36% over December, the year prior.
In addition to the ability to catch winter-weary drivers in their cars, Radio was selected as the lead medium for some other reasons, according to Cocke and Liz Daney, Fitzgerald vice president, associate media director:
*It "generates high reach that print alone cannot accomplish."
*It "builds message frequency."
*It "delivers a busy, affluent target."
The Aruba Tourist Agency's target, specifically, is adults, 35-54, with household incomes of $75,000+. The New York campaign aired on eight stations selected for their delivery of this target, which was subdivided into three life stages: boomers, honeymooners and families. Radio, Cocke adds, "segments these audiences by time period and format, which gives Aruba greater control of communications delivered to the right people at the right time." Although Radio was the primary medium, it was supplemented by Wall Street Journal inserts and some cable TV.