Aruba Tourism: Paradise on Tap
The Challenge: We needed to give eco-conscious travelers to Aruba a sustainable experience that didn’t feel like a trade-off to indulgence.
And we quickly discovered that while many know and love Aruba for its award-winning beaches and turquoise waters — most travelers didn’t know they can drink the island's water straight from the tap.
The island actually uses world-class purifying and remineralisation processes! But everyone was buying bottled water and contributing to plastic waste.
What we did: we started out by re-branding the tap water with a new splashy name (Paradise on Tap) and putting its high quality to the test with world-famous water sommelier, Martin Riese.
Reception/Awards
PRovoke Silver SABRE Awards for “Paradise on Tap”
PR News Online Platinum Awards Honorable Mention
Shortlist for Big Apple Awards’24
https://www.prnewsonline.com/go/2024-platinum-pr-awards/
Role: CD, Copy
WE FOUND A LITERALLY UNTAPPED ECO-CONSCIOUS, LUXURY EXPERIENCE FOR TOURISTS:
ARUBA’S TAP WATER
ATA: Paradise on Tap Hero Video
PARADISE ON TAP NOW ON THE MENU. AN EXCLUSIVE NYC MEDIA ACTIVATION
Media was invited to a Michelin Star restaurant event hosted by Martin Riese — Paradise on Tap was introduced to the culinary world and had a feature place on the night’s tasting menu. Special invites were shipped out and included glass reusable bottles to travel with to the island, featuring the water’s new monicker.
AND The results poured in
Paradise on Tap drove over 1.9B impressions and 29K engagements across channels.
94% of Paradise on Tap coverage
38% YOY increase in Aruba Promise pledge signatures
305% YOY increase in Aruba Promise landing page visits
“Paradise on tap allowed us to talk to our guests about sustainability in a way that resonated with them. The demand for our water refill station in the lobby is higher than ever, and we’re implementing a new reusable water bottle program.” — Noemi Conradus-Tromp, Aruba Marriott Resort & Stellaris Casino