December 19

December 19 has used the following skills/services in the project.

B2C - Brand Strategy

Digital Out Of Home

Media Buying - Planning

Online Market Research

Online Media Buying

Outdoor Media Buying

Press Media Buying

Programmatic

Social Advertising

Social Media Strategy

OUR TASK

To raise awareness and grow consideration for the Caribbean Island of Aruba which had just secured direct flights with British Airways from London.

TARGET AUDIENCE

‘The Soft Adventurer’: High earners who take holidays to relax and discover in equal measure.

OUR INSIGHT

The audience likes to adventure but also seeks confidence in a risk and hassle-free destination. They need information and inspiration to help them envisage being in that destination. They are most engaged in destination choice when under work stress (Tuesday-Thursday in particular) and in downtime at weekend when they have more time to research and choose.

OUR SOLUTION

Our objective was to help build fame and educate at scale at the times they were in holiday choice engagement mode…times they feel stressed and at their most relaxed:

High impact, grand visual digital screens in key cities but larger emphasis in London (Tuesday-Thursday).
Content partnership with Times & Sunday Times during downtimes at weekend.
Behavioural and contextual digital display and social activities during stressed and downtime periods.

OUTCOME