Catch New York | Agency Profile, Contacts, AOR, Client Relationships

See Winmo sales intelligence in action

Score 18 - Future Possibility: Curacao Tourist Board taps new CEO, launches first global campaign

The Questex).

Since the CTB will likely put a bigger focus on global marketing, agencies and martechs with travel experience should look for work. Pitches should tout Curacao as a travel destination that can create experiences since the CTB wants to gain more awareness among younger consumers (millennials love experiences). This focus was presented in a new campaign created by your primary competition, creative and social AOR since 2016, Catch New York.

The new campaign, the CTB's first global marketing campaign, costs more than seven figures and will utilize outdoor, digital and print with key co-op partners. "Feel It For Yourself" will run through 2019 via media like JCDecaux, The New York Times, New York Media, Afar, Vector Media and Pattison Outdoor (per MediaPost).

Sellers, given the longevity and cost of this campaign, there should be plenty of dollars to secure and you should reach out. Afterwards, focus on top spending periods Q4 and Q1. As noted, the CTB is putting a larger focus on experiences to appeal more heavily to younger consumers like millennials. However, note they also have high reach among Gen-X. Their tourism performance report notes that 31.9% of their visitors are A25-44 and 41.4% are A45-64.

Note the board also typically uses sponsorships and experiential, so you can expect future initiatives through those channels as well. In Q4 2017 and Q1 2018, for example, they used a double decker bus promotion, a desktop & mobile game and consumer activations like the Glass Truck, a pop-up beach & fairs at the New York Times Travel Show (per their sponsor the New York 5k Color Run, which is held annually in September.

19% growth in visitor arrivals in August 2018, expect them to continue. These increases will be allocated across their six key markets - the US, Germany, Canada, Netherlands, Colombia and Brazil - but mainly the US since their various reports have said they would strengthen their US marketing.

Pathmatics reports a YTD digital display spend of $485,100, an increase from the $428,00 spent in the same timeframe of 2017, a full 2017 spend of $963,200 and a 2016 spend of $81,100. This year ads are placed primarily direct (86%) onto sites like hotels.com, tripadvisor.com, expedia.com, orbitz.com and travelocity.com. Last year ads were placed via a variety of purchase channels (see chart right) onto sites like tripadvisor.com, vrbo.com, searspartsdirect.com, livejournal.com and gayot.com.