Introduction

Aruba Bank considers it important to disseminate information and provide explanations to the general public, in a plain and
understandable manner, about its operations and organization, as well as financial and economic developments, in addition to public
relations activities through the media. Aruba Bank has also continued to foster its support of sports and a healthy lifestyle that will benefit
the entire Aruban community.
Major examples of the Bank's recent public relations activities aimed directly at the general public include providing information about
new products and services , holding press conferences to announce events and partnerships, sponsorship of events and activities,
donations and community efforts as well as coverage of events and activities in the community.
In our continuous effort to support sports and health on the island Aruba Bank entered into a Partnership with COA (Comite Olimpico
Arubano) this year and together will aim to support the Olympic movement in the Aruban community and the Bank’s three pillars, WE
CARE, WE BUILD, WE DELIVER.
In addition to having access to use the Olympic athletes as ambassadors ( Alyson Ponson is the main model used in the SunIce campaign),
the Bank will be supporting the encouragement of participation of women in all levels of sports and the role as leaders in the community,
we will be supporting the Olympic values (amongst others the pursuit of excellence) among the general public, children, and the youth in
particular, as well as create awareness among the general public about the importance of sports for human development and for the
community.
This partnership has aided in pursuing the main goals of Aruba Bank’s public relations to create, maintain, and protect the organization's
reputation, enhance its prestige, and present a favorable image. As such it has been incorporated in many PR efforts throughout the year
and presents many opportunities for brand awareness, community involvement, and media exposure.
In the annexed report we summarize the public relations efforts carried out by the Marketing & Public Relations Department and also
highlight the public relations value of the work carried out throughout the first six (6) months of 2016. The total PR value generated over
this first half of this year amounts to Awg. 280,317.44, which is substantial, considering our PR contract is about 17% of this amount.
These are efforts generated mostly by members of the Marketing & PR Department, and calculations excludes FB posts, as there is no
formula yet to calculate the fair value, other than the amounts of likes, shares, ,and views, of the posts on Social media.