NEW YORK, NY – The Aruba Tourism Authority (ATA) is pleased to announce the launch of a new global branding campaign for the country, which includes a redesigned logo and the re-launch of the “One happy island” tagline. The new branding will be introduced in the U.S. through a new advertising campaign titled “Aruba Uncovered,” which will include print, TV, online and out of home ads, and is slated to launch September 27, 2010.
The heart of Aruba’s new brand identity is its new logotype, which includes new typography, colors and imagery; and has at its core symbol the red compass rose from Aruba’s national flag, representing the national pride of the island. The placement of bold, impactful letters in the logo reflect a playful attitude, while the colors echo the island’s natural environment, from the clear blue and turquoise of its sky and sea to the fresh and crisp green of its flora and fauna.
Another key aspect of the new branding is the re-launch of the “One happy island” tagline, which had previously been used as Aruba’s official slogan for decades. The tagline still holds a strong identification with the local community on the island, and has been used as the inscription on Aruba license plates for many years. Highly recognized by visitors from across the world, the tagline will now be officially used in all marketing initiatives worldwide, as a bold and contemporary central theme for promoting the country. All aspects of the new brand identity were developed by The Partners, a New York-based company specializing in brand strategy and design.
“The government of Aruba currently has a number of tourism-related initiatives underway to fulfill our collective vision for the island, and our new brand identity is a large part of that,” said Mr. Otmar Oduber, Aruba’s Minister of Tourism, Labor and Transportation. “The new universal brand positioning builds on our pride for our country as both a wonderful place to live and to visit. We are one happy island, and we want everyone to know it.”
The new branding will be unveiled in the U.S. through the new “Aruba Uncovered” advertising campaign created by Deutsch Inc. The new television ads feature Ian Wright, host of the travel/adventure television series, Globe Trekker, as he travels to Aruba to learn about the island and the people firsthand. The ads are filmed in an unscripted documentary style and show interaction with local Arubans to reinforce the welcoming spirit of the island in an authentic way. The ads are slated to begin airing in Aruba’s top regional markets, including New York City, Boston, Philadelphia, Chicago, Washington DC, Harford/New Haven, Pittsburg and Atlanta, among others.
Deutsch also created a new print and online campaign, featuring the “One happy island” tagline and new logo. The new print ads will begin running nationally in October in publications such as Bon Appétit, Travel + Leisure, Food & Wine, Real Simple, Brides and more. Online ads will be appearing on TheKnot.com, Travel Channel online, Yahoo.com, Weather.com, Travelocity, Expedia, Orbitz and more.
“The new advertising campaign was developed to differentiate Aruba from other island destinations, and to showcase our many distinct selling points with a focus on the warm and friendly local Aruban people,” said Frits Israel, Marketing Director for the Aruba Tourism Authority. “The new TV ads, which were filmed unscripted, illustrate spokesperson Ian Wright’s genuine delight at the warmth and happiness of the Aruban people in a very authentic way, and truly convey the vacation experience travelers can expect to have on our island.”
Aruba’s new global marketing identity has a direct link to the island’s Bo Aruba initiative, which includes plans to renovate and improve important civic and tourist areas in downtown Oranjestad and throughout the island. Colorful examples of the new brand are currently displayed with banners, signage and street architecture throughout Aruba.
For more information on travel to Aruba, please visit online at www.ARUBA.com or call
1-800-TO-ARUBA.
About Aruba
Aruba, One happy island, is truly an extraordinary experience. Located only two-and-a-half hours by air from Miami and four hours from New York City, the island is ideally situated in the southern Caribbean and boasts year-round cooling trade winds and perfect weather with average annual temperatures of 82 Fahrenheit and less than 20 inches of rainfall per year. Aruba serves up 28 luxurious hotels/resorts, championship golf courses, sumptuous spas, vibrant casinos, extraordinary international and local cuisine, exclusive shops and boutiques, exciting land and water activities, art galleries and museums, world-famous festivals and events, clubs and cafes with live music and world class beaches. The backdrop of a cosmopolitan tropical destination with warm, hospitable people is the perfect place for first-time guests and loyal visitors.
###
MEDIA CONTACT
M. Silver Associates
Colleen McCormick
colleen@msilver-pr.com
212-754-6500 x261
The heart of Aruba’s new brand identity is its new logotype, which includes new typography, colors and imagery; and has at its core symbol the red compass rose from Aruba’s national flag, representing the national pride of the island. The placement of bold, impactful letters in the logo reflect a playful attitude, while the colors echo the island’s natural environment, from the clear blue and turquoise of its sky and sea to the fresh and crisp green of its flora and fauna.
Another key aspect of the new branding is the re-launch of the “One happy island” tagline, which had previously been used as Aruba’s official slogan for decades. The tagline still holds a strong identification with the local community on the island, and has been used as the inscription on Aruba license plates for many years. Highly recognized by visitors from across the world, the tagline will now be officially used in all marketing initiatives worldwide, as a bold and contemporary central theme for promoting the country. All aspects of the new brand identity were developed by The Partners, a New York-based company specializing in brand strategy and design.
“The government of Aruba currently has a number of tourism-related initiatives underway to fulfill our collective vision for the island, and our new brand identity is a large part of that,” said Mr. Otmar Oduber, Aruba’s Minister of Tourism, Labor and Transportation. “The new universal brand positioning builds on our pride for our country as both a wonderful place to live and to visit. We are one happy island, and we want everyone to know it.”
The new branding will be unveiled in the U.S. through the new “Aruba Uncovered” advertising campaign created by Deutsch Inc. The new television ads feature Ian Wright, host of the travel/adventure television series, Globe Trekker, as he travels to Aruba to learn about the island and the people firsthand. The ads are filmed in an unscripted documentary style and show interaction with local Arubans to reinforce the welcoming spirit of the island in an authentic way. The ads are slated to begin airing in Aruba’s top regional markets, including New York City, Boston, Philadelphia, Chicago, Washington DC, Harford/New Haven, Pittsburg and Atlanta, among others.
Deutsch also created a new print and online campaign, featuring the “One happy island” tagline and new logo. The new print ads will begin running nationally in October in publications such as Bon Appétit, Travel + Leisure, Food & Wine, Real Simple, Brides and more. Online ads will be appearing on TheKnot.com, Travel Channel online, Yahoo.com, Weather.com, Travelocity, Expedia, Orbitz and more.
“The new advertising campaign was developed to differentiate Aruba from other island destinations, and to showcase our many distinct selling points with a focus on the warm and friendly local Aruban people,” said Frits Israel, Marketing Director for the Aruba Tourism Authority. “The new TV ads, which were filmed unscripted, illustrate spokesperson Ian Wright’s genuine delight at the warmth and happiness of the Aruban people in a very authentic way, and truly convey the vacation experience travelers can expect to have on our island.”
Aruba’s new global marketing identity has a direct link to the island’s Bo Aruba initiative, which includes plans to renovate and improve important civic and tourist areas in downtown Oranjestad and throughout the island. Colorful examples of the new brand are currently displayed with banners, signage and street architecture throughout Aruba.
For more information on travel to Aruba, please visit online at www.ARUBA.com or call
1-800-TO-ARUBA.
About Aruba
Aruba, One happy island, is truly an extraordinary experience. Located only two-and-a-half hours by air from Miami and four hours from New York City, the island is ideally situated in the southern Caribbean and boasts year-round cooling trade winds and perfect weather with average annual temperatures of 82 Fahrenheit and less than 20 inches of rainfall per year. Aruba serves up 28 luxurious hotels/resorts, championship golf courses, sumptuous spas, vibrant casinos, extraordinary international and local cuisine, exclusive shops and boutiques, exciting land and water activities, art galleries and museums, world-famous festivals and events, clubs and cafes with live music and world class beaches. The backdrop of a cosmopolitan tropical destination with warm, hospitable people is the perfect place for first-time guests and loyal visitors.
###
MEDIA CONTACT
M. Silver Associates
Colleen McCormick
colleen@msilver-pr.com
212-754-6500 x261