Aruba is one of the most romantic places in the Caribbean. This destination is very common to be a place for marriage proposal, weddings and honeymoons. That’s why they have always believed and supported love. During Valentine's Day in Latin America (September), we needed to promote the island as the perfect place for proposals, generating earned media exposure and organic conversations in different media channels.

We created a campaign to encourage women to dare to come to Aruba and propose marriage to their boyfriends. We created a website: hesaidyes.com in which women uploaded their stories of love, for the chance of winning discounts for a trip to our island to say the big question (Will you marry me?). We promoted the campaign through Television, Social Media, Outdoor and Print across different media channels in Latin America.

Our main strategy was to generate earned media, destination consideration, targeting Latin American women in Brazil, Colombia, Venezuela, Argentina, Chile, and Peru, interested in tourism and lifestyle topics (between 25 and 45 years old).

Data gathering revealed us several things:

- Marriage proposal content is the third most searched content by our target (after babies and pets).

- According to NBC News, 99% of women in the continent expect their boyfriend to propose them marriage.

- The Caribbean is the most preferred destination for people seeking to travel for romance plans (proposals, weddings, honeymoons).

Through press releases regarding the campaign, we generated interested in the media and public opinion. Also, in the different markets where the campaign took place, several interviews were made with an ATA`s spokesperson in order to reinforce the romantic assets of Aruba and to invited women interested in pop the question to participate in the contest.

1ST Phase:

- Teasers / Posts (TV-Facebook-Instagram across Latin America).

- OOH promoting the website (Billboards and Posters across Latin America).

- Website where Latin American Women could upload their stories to find discounts.

- Non-branded Interviews with Aruba Tourism Authority’s Spokepersons in different media across Latin America.

2nd Phase:

- Collecting data from subscribed women.

- Choosing the best stories, and preparation of the proposals with expert advisors and wedding planners of the island.

- Branded Content with the chosen stories (TV-Facebook-Instagram across Latin America).

- Branded Content in News, Magazines and TV Shows across Latin America.

- Branded Interviews with Aruba Tourism Authority’s Spokepersons in different media across Latin America.

3rd Phase:

- Collecting data, content and media coverage to build a case to give a final PR push for the brand in Social Media.

- Most valuable PR in history of Aruba’s Latin American Markets.

- More than 4000 Latin American Women subscribed in the website and uploaded their stories.

- 144 MM impressions.

- 697 MM USD earned media.

- 187.600 women shared the campaign online.

- More than 100 women proposed in our island.

- More than 450 Latin American Publications with #HeSaidYes direct mention.

- Press Coverage: 332 Websites, 27 Radio, 16 Print, and 13 TV Notes across Latin America.

- 3 Airlines and 11 hotels joined the initiative.