Curaçao, dubbed as one of the hottest destinations of 2011 by Fodor’s, AOL Travel and SmarterTravel, is trying to build momentum with a Facebook giveaway: an all-inclusive family vacation, including a four-night stay at Breezes Curaçao Resort, Spa and Casino; all meals and multiple dining options; land and water sports, entertainment; airport transfers; as well as complimentary airfare for four from the continental U.S. or Canada, provided by the Curaçao Tourist Board.
The family vacation prize to Curaçao also includes a journey under the sea in the Curasub, the world’s first mini submarine for tourists; as well as swimming with the dolphins at Dolphin Academy Curaçao. To enter to win, participants have to “Like” the Island of Curaçao on Facebook (facebook.com/curacaotb).
Curaçao is a unique Caribbean island paradise, boasting 35 uncrowded beaches, and an eclectic mix of history and culture. Visitors will enjoy year round parties, carnivals, colorful fiestas and much more.
“This new campaign will serve to increase the awareness of Curaçao with travelers in the U.S. and Canadian markets, continuing to propel the island onto a list of must-see destinations for consumers,” said Curaçao Tourist Board Marketing Manager for North America Andre Rojer in a press statement. “The trip giveaway is our way of thanking our current fans and future fans for supporting our island.”
As exciting as this may sound, the media campaign behind the giveaway is rather weak. A press release by Hill & Knowlton via Business Wire doesn’t divulge much about the sweepstakes duration, or rules of participation, and the official Curacao.com website makes no mention of the giveaway. Curaçao has less than 25.000 fans on Facebook, most of them who “liked” Curaçao’s Facebook page before the campaign. If Curaçao.com has a Twitter account, I couldn’t find it.
For Curaçao to increase the awareness with travelers all over the world, not only in the US and Canada, Hill & Knowlton will have to make a greater effort to present the island online. A press release announcing a giveaway is simply not enough. This giveaway should be promoted on other channels as well, including Twitter, YouTube, Yahoo! Buzz and others.
Dutch architecture along Willemstad's harbour. Image courtesy, Wikipedia.