“What happens when you bring the Minister of Tourism from Aruba and media together at an M.Silver Associates Press Event?... A Conga Line!”

When our Aruba client told us that the country’s newly appointed Minister of Tourism, a very forward thinking person with big ideas, wanted to make a splash in New York City, we knew that we would have to follow Ed Sullivan’s advice and make it a “really big show!  And, by the way, we only had three weeks to make it all happen.  

 

Looking to build maximum excitement, the creative strategizing process at M. Silver went into full gear.  Aruba’s colorful Carnival had just ended and New York City was locked in the icy grip of freezing February temperatures and back- to-back blizzards.  What better way to bring a little sunshine to Manhattan than with dancing girls (and boys) adorned with magically elaborate costumes performing to the rhythms of Carnival music.

 

Thus M. Silver designed a two-day event in which the agency booked appearances on two morning television shows, held a Times Square dance exhibition and hosted a media luncheon with top-tier lifestyle and travel press.  

 

The events started off last Monday with an appearance on the CBS Early Show, including a special performance in the plaza by the Aruba Carnival Dancers who joined us straight from Aruba’s annual Carnival celebration.  This was followed by an exclusive appearance on NBC’s Today Show with Kathie Lee and Hoda (who joined in the dancing wearing Carnival head pieces) and an interview with the Minister of Tourism, Otmar Oduber, inviting New Yorkers to visit a sunny and fun Aruba, where “it’s always 82 degrees!” From the TV studio straight to Times Square, 10 of the most passionate Aruba Carnival dancers performed for two hours (in 30 degree weather) in one of the busiest area’s of New York, with Aruba ambassadors handing out t-shirts and Aruba-branded items to those stopping by to see the show.

 

The next day, MSA planned and coordinated a media luncheon in a hip NYC Chelsea location for editors and writers from Conde Nast Traveler, Travel + Leisure, Sherman’s Travel, Elite Traveler, Fodor’s, Bridesand InStyle, just to name a few. A signature “Aruba Ariba” cocktail was served along with a sumptuous seafood menu.  The room was decorated in a sophisticated beach theme with stunning visuals of Arubaprojected throughout the venue.  Following the Minister’s presentation, the Aruba Dancers were brought out for a special finale which turned into many encores and a spontaneous conga line, with the Minister himself joining the dance!

 

The next day, the Aruba press and television carried big colorful stories about the successful mission by the new Minister of Tourism and the Aruba Tourism Authority in New York and how “one happy island” took another island by storm.

 

Even with short notice and many challenges (snowstorms, cancelled flights, customs clearance issues), the success of this event once again proves that with creative thinking, lots of energy and great teamwork that anything is possible if there’s a good game plane and lots of passion and determination. 

 

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