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4 LOCAL NEWS Wednesday, 22 November 2023
A.T.A.: “The World’s Easiest Job”
Campaign Surpasses All Expectations
Aruba reaps success with “The World’s Easiest Job”
WITH great pride, the Aruba Tourism Authority reflects In total, “The World’s Easiest Job” resulted in 407 press
on an innovative and highly successful campaign titled release syndications, 155 segments, 90 media coverages,
“The World’s Easiest Job.” The campaign was designed to and millions of impressions on social media, amplifying the
offer a unique opportunity for a visitor to become the next campaign. The total number of impressions, including media
weather forecaster for the island of Aruba. A.T.A. is thrilled articles, press releases, TV segments, and social media
to announce the exceptional results of this campaign, content, surpassed 3.6 billion impressions, equivalent to a
exceeding all expectations. PR value of over $33,561,185.02—resulting in a return on
investment of $335 for every $1 invested in this campaign.
The campaign was introduced in early 2023 with a stra-
tegic press release launch in North America. The press In conclusion, “The World’s Easiest Job” not only surpassed
release highlighted “The Aruba Effect,” showcasing our blue all expectations but also set a new standard for innovative
seas, pristine beaches, and the fantastic weather we enjoy. and impactful campaigns. As part of the marketing strategy,
Statistics show that Aruba is the Caribbean destination with A.T.A. will continue to emphasize the public relations (PR)
the highest number of sunny days per year, making it the aspect, creatively utilizing our natural resources to create
perfect inspiration for creating the “World’s Easiest Job” an engaging story that captures the attention of the press,
vacancy—predicting weather conditions on an island where thus reaching potential visitors.
the sun shines almost daily is indeed a genuinely easy job.
As a result of this campaign, over 800 people applied for
The press release successfully captured widespread atten- “The World’s Easiest Job.” After a thorough review process
tion from media outlets in the United States and Canada, of all applications, A.T.A. has selected the individual who will
including Forbes, Thrillist, Travel + Leisure, Travel Pulse, and become the weather forecaster for Aruba.
Travel Noire. Additionally, a strategic partnership with the Soon, the chosen candidate will visit Aruba to present the
Daytime program significantly contributed to the campaign’s weather bulletin from some of the most stunning locations
success. around our island.
