ARUBA TARGETS U.S. HISPANIC MARKET
CHALLENGE:
Aruba had not previously focused media attention on the Hispanic market in the U.S., and thus needed to cultivate relations with this audience.
Promote Aruba as a positive destination for Hispanics.
APPROACH:
Secured and coordinated a number of Hispanic media trips to Aruba for on-island activities focusing on Latin-oriented music events.
Drafted press materials; contacted prestigious Hispanic media months in advance, inviting them to Aruba for pre-event exposure; distributed press releases in Spanish.
RESULTS:
Secured positive media coverage for Carnival on Univision’s “Despierta America” valued at more than $1.8 million.
Secured positive media coverage for Aruba’s Festival de las Americas music festival on Univision’s “Despierta America,” Telemundo’s “Esta Mañanita,” Miami’s El Nuevo Herald, and New York’s Diario/La Prensa for three years in a row.
JAMAICA TOURIST BOARD SEEKS HISPANIC MEDIA COVERAGE
CHALLENGE:
Jamaica had never targeted the Hispanic media in the U.S., and therefore lacked Hispanic media interest.
Competition from Spanish-speaking islands in the Caribbean, such as Puerto Rico and the Dominican Republic, also contributed to Jamaica being overlooked.
Gain interest from Spanish-language trade and news publications as well as Spanish-language broadcast media in order to make Jamaica a popular tourist destination for Hispanics.
APPROACH:
Planned and executed a media trip with Hispanic journalists to Jamaica for on-island activities in Kingston and Ocho Rios, such as swimming with dolphins, a visit to reggae legend Bob Marley’s home, canopy tours, and white-water rafting.
Drafted press materials and contacted media months in advance to invite prominent Hispanic journalists from stations such as Telemundo.
Translated all Jamaica press releases into Spanish and distributed to Hispanic print and television media throughout the United States.
RESULTS:
Secured six segments about Jamaica for Telemundo’s Cada Dia morning show which all aired during the February and May television sweeps.
Telemundo was so pleased with its first trip that it signed on for the following press trip in the summer which covered another part of the island, including Montego Bay. Video footage shot during this trip was used for November sweeps.
Telemundo contributed to the media coverage by adding an online article about Jamaica on Yahoo!
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