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The theme “Right Now in Curaçao” reflects everything happening in the moment on the island, which is home to more than 35 captivating beaches and a lot more. The island boasts a diverse heritage spanning 55 different cultures and unrivaled European architecture, as well as rugged hiking trails, historical landmarks like the downtown UNESCO World Heritage site, a Latin and Dutch influence, and a local culture with a welcoming no-hassle attitude. And unlike some of its island competitors, Curaçao also happens be outside of the hurricane belt.
JETBLUE
The initiative comes as JetBlue, the only airline with direct flights from NYC to Curaçao, prepares to add a third weekly flight out of New York this November, resulting in Catch New York and JetBlue working closely together to align messaging. American Airlines and InselAir also service the island out of Miami.
AFAR
Catch New York is also partnering with the premiere travel publication AFAR to build customized elements through an on-island ambassador program which will showcase the “Right Now in Curaçao” first-hand experience with dedicated editorial content across all digital platforms and social media.
Catch’s multi-platform media approach includes digital, social and out-of-home prominently featured around NYC transit system including subway, Long Island Railroad (LIRR) and Metro North, as well as Terminal 5 at JFK.
FIRST THE U.S., THEN INTERNATIONAL
The launch of the campaign is focused on the U.S. as Curaçao seeks to build US-based travel. The campaign will expand internationally by the end of year.
The campaign was born out of research undertaken by the Rosen College of Hospitality at the University of Central Florida which revealed a lack of growth in Curaçao and its tourism industry stemming from the relatively low traffic of U.S. visitors. The digital and social focus also is a result of the study which showed that 3 out of 4 tourists used online sources when planning travel and 17% also turned to social media to vet destinations.
Catch won the Curaçao business in a search conducted by the Curaçao Tourist Board in June. There was no immediately previous creative agency of record.Please let me know if you have any questions and would like to speak to André Rojer, Marketing Manager, North America, Curaçao Tourist Board and Catch CCO Doug Spitzer.
