Making a dramatic shift to local authenticity to drive visitor growth and spend to record levels.

Approach

We gave the stage to the Aruban people to tell why they love their 
happy home in an emotionally transparent and honest way. We engage our consumer with personal stories told across multiple channels and platforms cutting through the digital noise and buzz to provide an irresistible invitation to connect.

Results

• Increased the growth rate of U.S. travelers in 2017 sevenfold
• The highest hotel occupancy rate in the Caribbean
• The most digitally innovative and searched destination in the Caribbean
• One of the most admired DMOs in the world
• Concept Farm retaining an eight-year AOR relationship