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Gen-Z, Millennial Opps: Aruba Tourism taps media AOR, plans to welcome visitors back post-COVID (Score 45)

About a year after USIM, incumbent media AOR since 2012.

Engine will work closely with Aruba to welcome visitors back to the area after coronavirus-related travel restrictions lifted; click here to view the company's additional responses to the global pandemic.

This shift closely follows Aruba's hire of digital marketing director Lea Giaquinto in May 2020; this addition signals a strengthened focus on digital channels.

According to iSpot's approximations, the company hasn't invested in national TV since spending around $31.3k in 2019.

Adbeat reports Aruba hasn't utilized digital display since mid-March due to the pandemic; however, this will change as upcoming work welcomes travelers back. From August 2019-2020, its spend grew by 42% to $822.4k from the $577.6k spent from August 2018-2019. Most of the past year's spend went toward native ads placed via Taboola ($631k) and programmatic ads placed via Google DV360 ($166.1k) onto sites such as espn.com ($184.2k), foxnews.com, centurylink.net, tripadvisor.com and msn.com.

Its severely increased digital display ad spend leads us to believe Aruba's target demographic primarily consists of Gen-Z and millennials; this may leave the company to additionally use paid social and/or OTT. Kantar data reports Aruba also utilizes OOH but, as of Q1 2020, hasn't invested in print since 2019.

Agency & martech readers - Since reviews tend to follow each other, reach out soon for potential creative work, which has been handled by creative AOR The Concept Farm since 2012.