As fall approaches, it seems that The Drum’s readers are already looking for an island getaway to Aruba, as the global tourism destination’s latest campaign was voted the US Creative Work of the Week.
The North American campaign for the destination, ‘Authentic Aruba,’ shows off the features, and more importantly, the people that make the place unique and desirable for visitors.
The campaign for the Aruba Tourism Authority from Concept Farm highlights Aruba’s warm and sunny people. The integrated campaign features dozens of Arubans, making human connections between the “one happy island” and its visitors. The centerpiece features six niche-focused landing pages “hosted” by a different Aruban local – matching audience interests with the activities Aruba offers, bolstered by individual videos from each host.
Hear from Lilian, who loves her island for the warmth and romance. Learn about the elaborate Carnival costumes from Irina or ask for a beer in the local Papiamento language from Frank, or listen to the local music with a primer by Sergio.
In addition, the campaign will be featured in an installation throughout the Metro North platforms at Grand Central Station in November, including more than 140 panels featuring a sweepstakes to win a trip to Aruba with a stay at the Ritz Carlton. The installation is specifically tailored to the environment using headlines such as “Take the Express to Local Aruba," and "Take a paddle board not a train,” among others.
To view the work, click the Creative Works box below.
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