I have been to Aruba. I have enjoyed Aruba…the people, the weather, the food, the beaches. Plus, it is outside the traditional hurricane region.
The only downside is the distance. The posted flight time from New York is four hours and forty-five minutes. This is as opposed to other warm weather destinations, such as the Bahamas (less than three hours), or Puerto Rico (less than four hours), or Bermuda (a little over two hours).
So knowing all this, you would think that the one thing you would want to avoid in your advertising would be the length of the trip, or any allusion to the flight time. As in not using the word “shortcut” in your ads. Especially in your headline. As in “Your shortcut to no electronic devices needed.” Could they not think of any other word or phrase to make the point that much of the enjoyment of your vacation in Aruba are the many non-tech pleasures of snorkeling, beaches, water skiing, and so on?
And then, to add to the problem, the tag at the bottom suggests “Plan your SHORTCUT TO HAPPINESS today at aruba.com.” And yes, they decided to emphasize the shortcut idea by putting it in all caps.
Now, there is a positive point hidden in the copy. The fact that Aruba is the island with the most sunny days in the Caribbean. This could be the basis for an interesting campaign, since that is probably one of the main reasons people head for the islands. (If you’re reading this, you’re welcome.)
Of course, there have been many campaigns that seek to turn a negative into a positive. Snack items that apologize in advance that they taste so good you will overdo it. Or luxury items that explain that they are very expensive but worth it. But I can’t recall other campaigns that attempt to simply highlight a negative.
Do not do this.
Got the idea?