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a32 local
Tuesday 21 april 2020

From Aruba Tourism Authority (A.T.A.):

Adapting to the New Normal

has required us to shift gears from a cross-chan- veloped our Tourism Recovery Marketing Plan
nel marketing campaign to limited messaging (TRMP). This plan represents opportunities sur-
through only social, PR and email marketing. rounding various scenarios and what we can
achieve together, as sheltering in place orders
As a result, we’ve implemented a COVID-19 around the world lift and our borders reopen.
global digital strategy to transform Aruba’s so- However, our future unfolds, it is crucial that we
cial channels from a place that inspires book- rebuild our brand to stimulate demand and at-
ings to a community that lifts people’s spirits and tract high-value visitors.
shows how we can be #TogetherWhileApart
and that happiness will prevail. Aruba’s owned Helping Our Partners
channels (Social, ECRM, YouTube, Aruba.com Working closely with our partners, is our priority.
and the Forum) now provide content that up- To help prepare for the road ahead, we’ll be
lifts and offers a healthy distraction with “mo- presenting a series of webinars over the coming
ments of happiness” that keep us connected weeks dedicated to providing crisis and recov-
Dear Partner, to our returners and fans, keeps Aruba top-of- ery plan updates, an outline of our global mar-
Today marks one month since Aruba made the mind, and adds a little joy to the world. keting strategy and actions adopted so far, as
difficult but necessary decision to close our bor- well as proactive opportunities. One of our ses-
ders in response to the Coronavirus outbreak. What Comes Next sions will be hosted by our airport partner, the
Together, we are all feeling the incredible ef- While the timeline remains unclear, we do know Aruba Airport Authority, to provide the latest
fects the pandemic has had on the travel in- Aruba will open back up for business. As tourism update on air service developments. (Record-
dustry, our economy, and the lives we all lead. is the lifeline of our economy, A.T.A. will contin- ings of each webinar will be shared for anyone
As we navigate these uncharted waters, I want- ue to play an integral part of the Economic Re- who cannot attend.)
ed to personally reach out to say that the Aru- covery process, which is being highly prioritized.
ba Tourism Authority remains fully committed to We must challenge ourselves to prepare to hit We’re All in This Together
supporting our work together. the ground running in order to rebuild our visitor Now, more than ever, we appreciate your tire-
base and ensure tourism dollars flow back into less efforts as we work together to see that Aru-
Action to Date our economy. We are also launching specific ba comes back stronger than ever — this would
As part of the national crisis team, we have programs to ensure future travelers trust and feel not be possible without you. I am truly grateful
been primarily focused on handling this health safe visiting Aruba. A new program focused on for your unwavering support and dedication.
outbreak together with the respective authori- advanced hygiene and sanitation protocols to Echoing the message of the team, happiness
ties. This includes crisis communications and pro- address COVID-19 concerns will be introduced. will prevail.
tecting the reputation of Aruba. We have also Additionally, Aruba Certification Program free
taken the necessary measures to safeguard the online courses, focusing on tourism service and Sincerely,
A.T.A. organization on a financial and human product knowledge, are currently available. Ronella Tjin Asjoe-Croes
resources level. The pandemic’s global reach Together with our industry partners, we’ve de- CEO, Aruba Tourism Authority

Stop the blame-shame pandemic game

OHIO, U.S. — Disasters bring out hurl insults at improper pandemic are going to publicly shame them
the worst in some humans. Hateful practices. digitally—take the time to recon-
online comments by snarky peo- It’s one thing to throw well-de- sider. Maybe they have a reason
ple is just plain wrong. Expressing served and rational comments to be there or maybe it's none
an assertive opinion has its place, at asinine attorneys, prickly politi- of your business,” surmises Sue
but tantrum Tweeting is ridiculous. cians, and power-hungry police, Scheff, author of a 2020 article in
And like poison ivy, toxic tongues but leave regular citizens alone. Psychology Today and the book,
spread their irate rashes. Government messages are con- Shame Nation: The Global Epi-
fusing and most of us are doing demic of Online Hate (2017).
People, you are not the self-dep- the best we can during the quar- Scheff continues, “Living in an
utized pandemic police. So stop antine confinement. aim-and-shame society. Maybe a
naming and shaming others on “Faultfinders usually are not con- person is in a public place such as
the internet. Stop the digital dis- tent with their own situations in life a bar (though people are being
grace. Stop the coronavirus cat- and therefore try to make others told to stay home) waiting to pick Melissa Martin, Ph.D. is an author,
erwauling. miserable by judging them.” ― up food? Maybe they are deliver- columnist, educator, and therapist.
“We live our lives supposing things Greg Gordon ing supplies to the establishment. She lives in U.S.
are as they appear to be when While some criticize out of fear, Could someone have been hired Shaming, naming, and blaming
that is almost never the case.” others operate out of revenge. to fix a broken pipe? A person do- via the world wide web during the
― Richelle E. Goodrich, Slaying COVID-19 is a serious coronavi- ing a good deed could poten- pandemic will not motivate oth-
Dragons rus and we must be cautious and tially be cyber-shamed because ers to be more diligent. We can
The term “covidiot” was authored concerned, but not panicked. someone was quick to make a provide information, education,
by a judgmental individual calling Citizens are not germ agents— rash judgment, thinking they were and knowledge, but snarky is out
out social distancing violations. spying on strangers or neighbors. saving the world.” Visit www.psy- of line. Type and text with a man-
On Twitter, #covidiot whirled with Citizens are the foundation of a chologytoday.com. aged mouth, a tamed tongue,
vicious vibes. Pandemic sham- community. By all means, report price goug- and forthright fingers.
ing and COVID-19 blaming has “If you are someone who is quick ing and criminal wrongdoing to “If anyone should change their
flooded the internet. A public to judge others for their behav- authorities. Scammers crawl from behavior, I thought, it ought to be
finger-pointing frenzy continues ior—maybe they are in a bar or underneath their rocks to take those doing the shaming.” ― Jon
to spread across social media. any public area where you be- advantage during declared di- Ronson, So You've Been Publicly
Throwing stones, tiresome trolls lieve they shouldn't be, and you sasters. Shamedq