Aruba Tourism Authority: Many Happy Returners

Category: Travel/Tourism/Destination
Brand/client: Aruba Tourism Authority / Aruba Tourism Authority
Lead agency: The Concept Farm
Contributing agencies: US International Media, The Zimmerman Agency, Ansira and Blue Engine Marketing

State of the marketplace & brand's business

Tourism is the lifeblood of Aruba's economy: Aruba is the second most tourism-dependent country in the world, with over 80% of Aruba's economy directly or indirectly dependent on tourism. Following the shutdown of the Valero oil refinery in 2012, the pressure on tourism revenues has increased to an all-time high for both the livelihood of Aruba's population of 102,400 and the government tax revenue (source: International Monetary Fund Press Release No. 13/303,