Aruba is a global tourism destination, an island paradise, but to really know any place beyond the tourist traps, you need to talk with the locals. That’s the idea behind the new North American campaign for the destination, ‘Authentic Aruba.’
The Christmas Tree Promotion Board was launched by USDA in 2015 at the request of farmers who wanted to raise funds for industry promotions and research with a “check off” fee of 15 cents per tree, generating roughly $1.8 million a year. But unlike the young consumers who are targeted by its promotional campaigns, some farmers who pay for the program are indifferent to social media. This year, the board invested $1.1 million in promotions.
The new advertising campaign, created by New York-based creative agency Concept Farm, is honing in on the millennial market with an integrated media plan featuring TV spots and digital assets that will appear across traditional and new media outlets, including local cable on stations like ESPN and Bravo as well as HULU and YouTube platforms.