Tourist Destination COVID Marketing

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Tourist Destination COVID Marketing

Puerto Rico and Aruba are two popular tourist destinations that showcase how such places are using social media to continue marketing to consumers during the COVID19 pandemic. Both country's marketing campaigns utilize a variety of techniques, methods, and targeted messages to remain relevant in the minds of travelers, and in attracting future visitors. A document containing images of the social media posts referenced is attached here.

Puerto Rico

  • Discover Puerto Rico has initiated a new campaign titled "All in Good Time," with a simple direct message that states: "Right now, it's time for patience, but soon enough it will be time for paradise — all in good time."
  • They have implemented a range of initiatives offering the best Puerto Rico has to offer in the comforts of people's homes, including "virtual vacations" on Facebook Live and Instagram Live, that provide customers with such experiences as rainforest tours of El Yunque, and even salsa dancing classes. These virtual vacations started in March and are continuing throughout May, while the company also offers “Sounds of Puerto Rico” videos through YouTube, intended to be utilized for meditation or simply to pause and relax.
  • The Instagram page for Discover Puerto Rico shows wide variety of innovative and creative marketing strategies, including many posts centered on the theme of "All In Good Time" that feature beautiful scenes and typical travelers, with messages such as: "Soon enough, Puerto Rico's crystal clear waters will give you a warm welcome. #AllinGoodTime, you'll say 'Hola' to paradise." Another example is "picture your future Puerto Rico vacation with scenes like this one. Roadside stops are a must in Puerto Rico-- your refreshing coconut water is on ice, for now!"
  • Discover Puerto Rico also offers virtual classes and learning experiences on their Instagram that give travelers a chance to experience different aspects of the country and their culture such as a cooking live event with acclaimed Executive Chef Juan Ceuevas that "brings Puerto Rico's flavor" directly to people's homes worldwide. Another live event featured a chance to learn all about the country's rum making from a "true expert."
  • Just today, on May 22nd, on Discover Puerto Rico posted on their social media accounts a FacebookLive event that featured a "sunset serenade" by a local singer as well as music by MAPÉKE MUSIC at the Serfina Hotel. The message tells visitors to "start your weekend surrounded by music, sunsets and beach views from Puerto Rico."
  • Some of the most liked posts on their Instagram account are a post from May 21st showing the ocean waves and coastal beauty of the country, with 7,349 views, and a post from May 12th allowing users to click though a tour of the country's bioluminescent bays at night with 2,779 views. The majority of posts across social media platforms seem to advertise the aspects of discovery and cultural experience on the island, with messaging seemingly focused towards the younger generation of travelers that use social media often.

Aruba

  • Aruba Tourism Authority has created a new approach to digital marketing through its social media channels that offers visitors a virtual tour to what is called "One Happy Island." The campaign theme is centered on the hashtag #TogetherWhileApart, as according to the Aruba Tourism Authority, “the island hopes to share its culture and natural beauty as a source of positivity and comfort in this time of uncertainty.”
  • Aruba's Tourism Authority has put together soothing videos and playlists created to help users feel like they are experiencing Aruba while in their homes, such as a "30 Minutes of Happiness" video showcasing some of the islands top sights and sounds. Another option is for users to take a virtual tour of a Butterfly Sanctuary with the local guide Shanti, that contains some of the most rare species of butterfly in the world. Aruba Marriott Resort & Stellaris Casino has also created an "Island Vibes Spotify Playlist" that will allow users to listen to the tropical sounds of the beach and water.
  • Users can now enjoy fresh delicious Aruba cuisine in their own homes with the Aruba Tourism Authority posting food and cocktail recipes on their social media accounts. Recipes include how to make pastechi (a stuffed pastry that’s widely popular in Aruba), cocada (a coconut candy), and more, with the pastechi video seeing the most success with 20,600 views currently.
  • The Divi and Tamarijn All Inclusive Resort of Aruba has provided staple cocktail recipes for all drinks that one would find at any resort on the island. If alcohol is not what the consumer desires, the resort also provided "a few mocktail recipes."
  • During the week of Earth Day, the Aruba Tourism Authority uploaded a video tour of the island of Dushi Tera where users can hear "an inspiring message delivered by 17 native Aruban voices, all between the ages of 9 and 90." While emphasizing the island's beauty and natural resources, the video leaves those who plan to travel to the country in the future with a positive message stating "the island will open its arms again soon, once it’s safe again, and it looks forward to seeing all of you very soon."
  • Popular social media posts on their Instagram include a drone fly over with the sounds of ocean waves of Boca Grandi Beach with over 14,100 views since April 20th, and a video showcasing the island's sea turtles during nesting season with nearly 11,000 views since April 30th. Messaging on their social media seems to not target any specific age group, and focuses more on the beauty and relaxing aspect of the island experience.
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