Ad Agency Review Results in Selection of New Firm Based in New York City with Clients Including, Unilever, Johnson & Johnson, Milk, XM Radio & More.

The Aruba Tourism Authority (ATA) has announced the appointment of a new advertising agency, Lowe New York.  The exciting news came February 8, when, after six months of searching for an advertising agency, ATA appointed Lowe New York to head up all of Aruba’s advertising in North America.  ATA began the government mandated advertising agency review in July 2007 with the assistance of 10 partners from the public and private sectors, and guidance from AAR Partners, a review specialist company.  AAR Partners is a third-party, industry-recognized consultant that provided counsel and expertise in the agency selection.  The process started with over 45 contending agencies and it was then narrowed to five exceptional firms from around the country.  After months of chemistry meetings, work sessions, conference calls and presentations, the much anticipated final decision was announced.  Lowe New York’s work with ATA officially starts April 1, 2008.

Underscoring the island’s commitment to continuous improvement, the government mandated review requires a periodic review of all agency partners to ensure the best service, value and fit with the marketing objectives, goals and core beliefs of ATA.  This serves as a tool to examine ATA’s current capabilities and identify its emerging priorities.  Lowe New York will now be charged to meet all of the goals of Aruba’s advertising including enhancing the brand of the island’s tourism sector, reaching its core audience, and meeting strategic business objectives.  The main qualities for selecting a new agency were excellent strategic insights and thinking, the strong chemistry and fit with the Aruba team, thought-provoking ideas and a global perspective.

Four other impressive agencies made the final round, including Fort Lauderdale-based Zimmerman and Partners, New York’s Cossette Communication Group, Euro RSCG Worldwide, out of Baltimore and the incumbent Fitzgerald + CO, from Atlanta.  ATA’s decision to go in another direction was not an easy one.  Fitzgerald + CO has over 10 years of partnership and friendship invested in the island and is regarded as a highly creative partner that has, time and again, exemplified total dedication and commitment to the destination, regularly going above and beyond the call of duty.  Fitzgerald + CO has created and launched various successful ad campaigns for Aruba over the last decade including the slogan “Where Happiness Lives,”  the renowned “Charly from Aruba” radio spots and the most recent “Rumba Aruba” television ads.

“ATA is very much looking forward to the excitement of a fresh start and new beginning working with our new partners at Lowe New York,” said Myrna Jansen-Feliciano, managing director for the Aruba Tourism Authority.  “The decision was a difficult one and all of the finalists were strong and creative firms vying for the business.  We are confident that our detailed review process has brought us to the ideal candidate to handle our advertising in the U.S. and we are looking forward to a partnership with Lowe that will be successful and productive.”

Aruba Tourism Authority is Very Proud of Travel Industry Accomplishment.

The Aruba Tourism Authority was very pleased with the recent news that its public relations agency of record, Quinn & Co., brought home a silver medal award from the Hospitality Sales & Marketing Association International (HSMAI) 2008 Adrian Awards for their work in promoting the island of Aruba.  HSMAI’s mission is to be the leading source for sales and marketing information, knowledge, education, business development, and networking for professionals in tourism, travel, and hospitality.  The silver award was won in the following category, consumer media, feature placement.  The winning media placement was published on February 4, 2007 in the New York Daily News, one of the top five newspapers in the U.S., and was a travel section cover feature story on Aruba, written by journalist, Michael Nassar.  Nassar had traveled to Aruba to research the piece in late 2006.

The annual gala dinner was held at the Marriott Marquis in New York City on Monday, January 28, 2008.  President and founder of Quinn & Co., Mrs. Florence Quinn and, Carla Caccavale, partner in charge of the travel division and Aruba team member, were present to accept the award in behalf of the destination.

Quinn & Co. has been awarded numerous prizes in the past by HSMAI, including its top honor, the Best of Show award, two years in a row, 2005 and 2006.  Additionally, they have been the recipients of five Platinum Awards, 24 Gold Awards, 24 Silver Awards and 23 Bronze Awards over the years.  But the highlight came when Florence Quinn was awarded as one of the “Top 25 Most Extraordinary Minds in Hospitality and Travel Sales & Marketing” in 2006.

“The ATA is proud of having Quinn & Co. as a partner in promoting the island,” stated Gina Lopez-Gnecco, public relations director for ATA.  “They are a dynamic and very creative PR agency who love Aruba and who enjoy an excellent working relationship with top media in the U.S.”

The winning article is the direct result of the excellence, perseverance and professionalism of ATA’s PR department, with the continued cooperation of the island’s the hotels, restaurants, AHATA and the many ATA partners in the tourism industry.

Tierra Del Sol Resort Spa & Country Club signed a construction agreement with TCCD NV for the construction of thirty brand new condominiums. Following the sell-out success of Las Palmas I a neighborhood with 27 two & three bedroom deluxe units, Tierra Del Sol Real Estate division decided to go ahead and build the second phase.

Managing Director David Brown signed the agreement on behalf of Tierra del Sol Real Estate while Jarvis Larmonie Division Manager for Thiel Corporation Construction Division and Director Anthony Thiel, inked the legal document on behalf of TCCD NV.

Las Palmas II will include 6 different styles of condominiums, 2 and 3 bedrooms, one and two story, with gorgeous views of Palm Beach and the ocean from all second floors, nicely finished from tiles to state of the art appliances.

In addition to building Las Palma II, TCCD NV was also contracted to build the five last homes of Miramar, an-almost-sold-out hill top neighborhood overlooking Palm Beach.

The Las Palmas II thirty luxury condominiums are scheduled for completion in 2009, with features that include roof top balconies or private court yards for optional Jacuzzi and barbeque, built under the supervision of HJC Engineering NV.

Las Palmas also features free standing two story, 3 bedroom villas with condo services, priced from-mid US$500K, garages included.

Pictured here, the official contract signing, David Brown, Roberto Gonzalez, Anthony Thiel and Jarvis Larmonie.

Story submitted by Rona Coster

Tiara Air just opened a new service center at Sun Plaza, which is easily accessible and offers ample parking space.

Tiara Air operates multiple daily flights to and from Aruba, Curacao, Bonaire and Punto Fijo, Venezuela, flying very spacious commuter aircrafts, Short 360, with 36 seats.

The airline’s tag line “On Time, Convenient and Sympatico,” reflects its operational philosophy and its dedication to customer service and customer satisfaction.

Booking flights and soliciting information about Tiara Air is now very easy at Tiara Air’s Wayaca Service Center, at Tiara Air’s Airport Ticket Office and at any of Aruba travel agencies. On-line bookings are also available on www.tiara-air.com

The new Tiara Air Sun Plaza Service Center is open daily from 8 a.m. to 12 noon and from 1 p.m. to 5 p.m. Telephone : +297 583 4307; Fax number: +297 583 5994.

Story submitted by Rona Coster

Eco Destination Management celebrated two decades on the island just recently, with founder Wichita Villacres, Owner and C.E.O., orchestrating a day of festivities for her staff members.

Wichita started her career in the worldwide shipping industry and moved to Aruba in 1982. She saw the need for a destination management company here and with that in mind, she taught herself the business, and by 1987, founded Eco Destination Management Services of Aruba.

In 1992, she was named ‘Woman of the Year,’ for her contributions to making the island a true meeting and incentive destination, a market which had never been fully realized before her efforts.

In her quest to explore the possibilities for Aruba, she was recognized in 1990 for her creativity by the Society of Incentive Travel Executives, SITE, with two Crystal Awards, one for organizing legendary Arubadam, a street carnival party, in the heart of Oranjestad and for flawless handling of a 5-night incentive program, for an oversize group.

In addition to her involvement with her business and her family, Wichita is always deeply committed to the community, working in a number of organizations on the betterment of the industry and the island.

She was a board member of the Aruba Hotel and Tourism Association, AHATA; a director of the Society of Incentive Travel Executives, SITE, Caribbean Chapter; President and founder of the Aruba Tourism Scholarship and Awards Foundation; member of Meeting Professionals International, MPI, and member of International Special Event Society, ISES, as well as member of Association of Destination Management Executives, and the SKAL Club, which she recently rejoined, in Miami.

In 2002, Wichita purchased the South East Florida Destination Management Franchise from PRA Destination Management, and by 2006 not only surpassed PRA’s yearly goals but also grew exponentially and became well established within the Florida community.

Hard working, driven and fun, Wichita is an inspiration to those who meet and work with her, she always strives to become the best at whatever she sets out to do.

True to her credo “there is no mountain too high to climb,” it is always entertaining to watch her operate!

Pictured here Wichita and Aruba’s Minister of Tourism Eng. Edison Briezen at a recent Radisson Aruba Resort & Casino penthouse gala affair in which ECO Destination Management Services of Aruba celebrated 20 years and recognized the minister for his from-the-get-go support and endorsement.

Story submitted by Rona Coster

Palm Beach – A new Aruba Hotel & Tourism Association board was elected during the recent AHATA General Assembly, held at the Radisson Aruba Resort & Casino.

The new officers of the board were elected from a slate of candidates presented by a nominating committee headed by General Manager Paul Gielen, Renaissance Aruba Resort, and independent consultant Jaap Beaujon.

The election process was overseen by Dr. Ryan Peterson of the Universidad di Aruba.

The new board of the Aruba Hotel & Tourism Association consists of the following eight members: Rick Zeolla, General Manager, Marriott Aruba Resort; Eduardo De Veer, Developer, Meta Corp; Scott Allen, General Manager, Hyatt Regency; Guillermo Valencia, General Manager Holiday Inn Sunspree Resort; Gary Jutz, General Manager, Radisson Aruba Resort & Casino; Matt Balcik, General Manager, Westin Aruba Resort; Peter Steinmetz, Director, Aruba Airport Authority; David Smith, VP Public Relations, Valero Aruba Refinery.

Two board candidates, Joe Najjar, General Manager, La Cabana Beach & Racquet Club and Andres Pichardo, Senior VP Sales and Marketing, Occidental Grand Aruba, remained available in case of seat vacancy on the board and were invited to attend all meetings effective immediately.

Rob Smith, President and CEO of the Aruba Hotel & Tourism Association reports the new board will conduct its first meeting this week, with hotelier Ewald Biemans, Bucuti Beach Resort & Tara Suites, as Chairman of the Board.

Over 200 Managers, DSMs & Liberty Travel Execs in Aruba December 3-6, 2007

Aruba Beats Bevy of Destinations to Host Travel Giant’s Most Prestigious Internal
Event Boasting Informational Conferences, Site Inspections, Parties & More!

On December 3, 2007, Aruba will welcome the prestigious annual Liberty Travel Managers Conference. This significant event brings together over 200 Liberty Travel store managers, district store managers (DSMs) and senior company executives for three days of informational conferences, site inspections, hotel and resort presentations, cocktail parties, gala dinners and more. It is fitting that this will be the first time Aruba hosts the conference, having beat a number of other destinations in contention, as the island is enjoying an impressive 30% growth in Liberty Travel business. With a string of significant hotel and resort developments and renovations, new and additional airlift, strong visitor arrival numbers and over $350 million in investments in the tourism industry, Aruba is proud to welcome these important decision-makers to discover “what’s new” on the island.

As the largest seller of vacations to the island, Aruba is thrilled to have the opportunity to show Liberty Travel managers how it has grown as a top Caribbean vacation destination for couples, families and travelers of all types. During the three-day event, travel professionals on hand will get to experience Aruba beyond the conference room, as they enjoy dinners, beach and pool parties, jeep safaris through the Aruban countryside, golfing on oceanfront greens and much more.

The Liberty Travel Managers Conference will take place at the Westin Aruba Resort, with additional evening activities provided by the Occidental Grand Aruba, the Radisson Aruba Resort & Casino, the Hyatt Regency Aruba Resort & Casino, and transportation and excursions handled by De Palm Tours. The Aruba Tourism Authority and the Aruba Hotel and Tourism Association will co-sponsor a gala dinner on Renaissance Island, part of the Renaissance Aruba Resort & Casino, as the culmination of the conference.

“Aruba is pleased to welcome the Liberty Managers Conference to the island for the first time,” said Edison Briesen, Minister of Tourism and Transportation. “We are honored to have been chosen as the host for this event and greatly value Liberty Travel’s expertise in the industry as they have long been travel pioneers. We are confident that hosting the Managers Conference will reinforce what Liberty Travel has known for over three decades: that Aruba offers a travel experience unlike any other Caribbean destination, one that keeps travelers coming back year after year.”

Myrna Jansen, Managing Director of the Aruba Tourism Authority, added, “Aruba was one of the first international destinations offered by Liberty Travel in the 1970s. Now, with remarkable island-wide renovations and substantial investments in tourism it is the ideal time to welcome our colleagues at Liberty Travel. This is an opportunity to showcase the destination to Liberty Travel’s true decision makers, the store managers, who control the selling direction of their business.”

“Liberty Travel has a longer association with Aruba than any other U.S. travel company, the island is one of our best selling Caribbean destinations and a longtime favorite with our customers,” said Cathy Pelaez, Chief Operating Officer for Liberty Travel. “It made perfect sense to have this year’s Managers Conference on the island as it gives our top level sales force the opportunity to experience the destination and the many significant upgrades to its tourism product and see first-hand what Aruba can offer our clients.”

After its second consecutive nomination in the under 5 million passengers category AAA N.V. Runner-up, and Highly Commended for its marketing approach towards airlines

Aruba Airport Authority N.V. (AAA) received confirmation on the 24th of September, that after earlier receiving its second consecutive nomination by OAG, Official Airline Guide, it was now awarded the price for Runner-up for the Global Airport Marketing Award 2007 in the category of up to 5 million passengers per year. The gala awards ceremony, where the awards were handed out, took place during the Annual World Route Development Forum in Stockholm, Sweden. Representatives ofÊ AAA who attended this forum and accepted the award were Mrs. Peggy Croes, Head Airline Marketing and Mrs. Barbara Brown, Head Commerce.

OAG awards airports in 4 categories, depending on the amount of passengers that the airport receives per year. Aeropuerto Internacional Reina Beatrix didnÕt only earn the Runner-up status for the Global Airport Marketing Award, but was alsoÊ Highly Commended. With that it ended second in a category totaling some 950 airports worldwide.Ê

This result is outstanding and important for AAA for two reasons: First of all, airlines themselves nominate the airports who made a real difference to their own network planning activity over the last 12 months. And secondly, AAA was awarded Highly Commended in the toughest category, where most airports are competing. The other 4 airports that were nominated in this category were: London City Airport (awarded the first place), Dammam (Saudi Arabia), Nantes (France) and Shannon (Ireland).

Peter Steinmetz, Managing Director AAA, expressed profound words of satisfaction with this achievement: ÒThis appreciation perfectly mirrors AAAÕs philosophy that airports and airlines work together as partners in developing traffic and the award reflects directlyÊ the positive improvements and changes at the company and solidifies Aeropuerto Internacional Reina Beatrix as a leading airport in the world of aviation.ÓÊ Steinmetz reiterated that ÒWe ensure that our marketing objectives are met through the delivery of service benefiting Aruba.Ó

On the left on the picture you can see Mrs. Peggy Croes as she received the Runner-up award Monday night in Sweden.

Aruba Airport Authority N.V. (AAA) has received confirmation of its second consecutive nomination by OAG, Official Airline Guide, for the Global Airport Marketing Award 2007 in the category of fewer than 5 million passengers per year. The awards ceremony will be held during the 13th Annual World Route Development Forum in Stockholm, Sweden on September 24, 2007. AAA has attended the Forum 9 out of the 13 held and has enjoyed the support of Aruba Tourism Authority and Schiphol International B.V.

What makes the Global Airport Marketing Award nomination for AAA important are two things. First, airlines get to nominate the airports who made a real difference to their own network planning activity over the last 12 months. And secondly, AAA has been nominated for the second consecutive year in the toughest category as there are approximately 950 airports competing in this category and only 5 get nominated. OAG Global Airport Marketing Awards continue to be held in extreme high regard by airports worldwide.

Peter Steinmetz, Managing Director AAA, revealed that this nomination directly reflects on the positive improvements and changes at the airport and solidifies Aeropuerto Internacional Reina Beatrix as a leader in the world of Aviation in the Caribbean region.

The renewed airport product is almost completed giving the airport a relaxed Caribbean look and feel, whilst providing quality service to our air service partners, passengers and employees,Ó Steinmetz said reiterating that, ÒWe ensure that our marketing objectives are met through the delivery of service benefiting Aruba.Ó

The Board of Directors of the Aruba Hotel and Tourism Association has accepted the resignation of Jorge Pesquera, President and CEO effective November 1, 2007. Chairman of the Board Ewald Biemans said: “We are very sorry to see Jorge leave Aruba as he approaches his fourth year of dedicated service, but realize that he has a great opportunity in Florida that would be very hard to pass up.” Pesquera has accepted the position of President and CEO of the Palm Beach County Convention and Visitors Bureau overseeing all tourism marketing for Florida’s largest county with 16,000 hotel rooms, a new convention center and some of the most upscale resorts in the country.

“I am leaving with very mixed feelings” said Pesquera, “Aruba is a great destination and I have been honored by the opportunity given to me by the board and the membership. It has been a great ride and a learning experience, but opportunities such as Palm Beach only come around once in a lifetime. I take comfort in the conviction that AHATA and our group marketing division of Meet Aruba are much more solid organizations today than they were four years ago. We have assembled a terrific team of professionals who truly care about our association and about Aruba and parting with them has made this decision so much more difficult. I am also thrilled to pass the baton to a highly seasoned tourism executive and first class guy.”

Ewald Biemans was pleased to announce the appointment of Rob Smith, currently GM of the Westin Aruba Resort to the CEO position effective October 1: “we are fortunate that Rob was willing and available to take on this most critical position and ensure continuity in the expanding role AHATA has undertaken as it pertains to destination marketing, advocacy and member support services. He has repeatedly shown his leadership qualities in programs and initiatives such as the Hospitality and Security Foundation and, most recently, the Marketing Committee. He has an intimate understanding of Aruba’s key markets and channels of distribution and has acquired extensive experience in the meetings and conventions arena. I am sure this will be a smooth and productive transition”.

Rob Smith is currently employed by Starwood Hotels & Resorts as General Manager of the Westin Aruba. He has been serving this resort since April 1998, and held the role of Vice President of the previous ownership group, Aruba Hotel Enterprises, and General Manager of the then Wyndham prior to the sale of the hotel. During his ten years in Aruba he has served the association in multiple capacities including:
- Board member of The Caribbean Hotel Association (2000 to present)
- Chairman of the AHATA Nominations Committee (2001 to present)
- Chairman of the CEO Search Committee (2003)
- Member of the Aruba Strategic Communications Task Force
- Chairman of the Aruba Hospitality and Security Foundation (02 to 06)
- Treasurer of the AH & SF (2006 to present)
- AHATA Board of Director (2006 to present)
- Chairman of the Marketing Committee (2007)

Rob was recognized as the Hotelier of the Year for AHATA in 2005 and was nominated for the same award on a regional basis with the Caribbean Hotel Association. He has served at a General Manager level for the past 14 years, is married and has two daughters and one son. Smith said: “I am thrilled to take on this key position in an association that I truly believe has been critical to Aruba’s success. The fine team at the former Wyndham - now Westin - has been my family for an entire decade and I will miss their camaraderie most of all. However, I am confident that at AHATA we will be able to create or influence destination wide initiatives aimed at improving business levels across the board. Aruba is my home and my family has deep roots in this island. In many respects I have been unconsciously preparing for this position for a long time and I am looking forward to carrying on the fine tradition that has been established with Rory, Horace and Jorge most recently.”