Will digital be next after Caribbean island finishes PR Review?

Steve’s breakdown: As far as we can see, Aruba has a new TV campaign, their social media is on the go and now we have this PR review going on. What we don’t see is if their digital marketing is being taken off properly.

WEEHAWKEN, NJ: The Aruba Tourism Authority is reviewing its North American PR public relations brief as it seeks to boost travel to the Dutch Caribbean island.

Sources said the tourism authority, the island’s official travel marketing organization, is offering a three-year, $500,000 contract for the work. There are five agencies still in the running including incumbent Zimmerman Agency. The others are Havas Formula, KWT Global, H&K Strategies and Zeno Group, sources said.

A spokesperson for the Authority confirmed that the organization is in midst of a PR review process, weighing pitches from agencies that would be tasked with boosting Aruba’s popularity among North American tourists.

The rep didn’t disclose more details, saying the marketing group wouldn’t be making more details public until it makes its agency selection — a decision expected to be announced in mid-November.


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