Former Dutch colony Aruba has hired the Saltmarsh Partnership as
its first UK PR agency to promote it as a Caribbean island
Work started last week on the trade and consumer account, which was won
after a three-way pitch and is believed to carry fees of around #100,000
Saltmarsh has been briefed to raise awareness of the island as an
’alternative’ Caribbean destination with travel agents and
Leading tour operators will be encouraged to either investigate
operating packages to the island or increase the numbers they already
The Hague-based office of the Aruba Tourism Authority has hired the
agency to promote the island’s family orientated hotels, international
chain-run resorts and Aruba’s potential as a conference and incentive
UK visitor numbers to Aruba, which is a 20-mile long six-mile wide
island in the centre of the Caribbean, have grown to 3,000 annually.
Saltmarsh will promote the high level of repeat business enjoyed by the
island, which is mainly English-speaking.
A key section of the brief includes lobbying charter and scheduled
airlines to consider operating direct flights to the destination for the
Saltmarsh will target the consumer media, particularly TV, along with
the daily press and magazines.
Regional press will be a key target, as KLM-operated flights to the
destination via Amsterdam can be reached from around 20 regional UK
airports through KLM UK, the Dutch airline’s UK regional carrier.