Caribbean island hires Saltmarsh for holiday task

Former Dutch colony Aruba has hired the Saltmarsh Partnership as its first UK PR agency to promote it as a Caribbean island destination.

Former Dutch colony Aruba has hired the Saltmarsh Partnership as

its first UK PR agency to promote it as a Caribbean island

destination.



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

a year.



Saltmarsh has been briefed to raise awareness of the island as an

’alternative’ Caribbean destination with travel agents and

consumers.



Leading tour operators will be encouraged to either investigate

operating packages to the island or increase the numbers they already

operate.



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

travel destination.



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

first time.



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.



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