Archive for September, 2010

For 25 years, Centro Kibrahacha for the elderly has provided classes, social events, and stimulus for Aruban retirees, and on the occasion of their silver anniversary has been renamed Club Kibrahacha 60+ “In Action” in keeping with the times and the new image of their “clients”: active, vital, and full of life.

A gala brunch conducted at the Holiday Inn on the anniversary date, September 9, witnessed the introduction of their new name, image and logo before the board and their more than 180 members. Saturday evening, September 11, Club Kibrahacha 60+ hosted a special event at the Aruba Surfside Marina for the individuals who have supported and sponsored the center through the years.

Presiding President of the Board, Lufrido Croes, extended a special thank you to five individuals who recognized the need for such a facility and through their determination saw it established in an abandoned school in Piedra Plat from which the center took its name; these were: Eric D’Arnault, who assumed the role of President of the Board for nearly 20 years until Lufrido Croes took over, Filomeno Roly Sint Jago, Secretary, Elias Fernando Mansur, Treasurer, Margarita Gregoria Pourier and Lucia Maria Jegens, members.

After nearly two years of petitioning the government, their vision was realized in 1985. Club Kibrahacha relies on the primary support of Aruba Rotary, which accounts for 20% of their financial needs. A government subsidy provides 40% of the center’s operating costs for transporting members to the facility and salaries for a staff of 5. The other 40% needed to keep the center going has been provided by fundraising events and a core group of sponsors, whose contributions were recognized during Saturday’s event.

Coming forward to the podium to receive a gift for their continuing contributions were Rob de Zwaart, current president of Aruba Rotary, Raymond Buckley, General Manager of Valero Aruba, and Hein van Putten, Managing Director of Pro Graphics. Additionally receiving recognition but not present to accept it were Rene Kan, Art Stark, President of Friends of the Handicapped, Ton Koolman of the Manchebo Beach Resort, Fendsel Giel, Director of the AIB Bank, Wouter van der Wouden, Director of Albo Aruba, and Ferdinand Rahusen, Director of AMC/ Unicon. Femmie Fingal, who has dedicated herself as a staff member to the center for 24 years, was similarly honored, as was Club Kibrahacha Director Diana Uchtmann, Board President Lufrido Croes and Secretary Lucia Werleman, who or ganized the celebratory events.

The Board of Club Kibrahacha 60 + now consists, with President Lufrido Croes, of Vice-President Danilo de Freytas, Secretary Lucia Werleman, Treasurer Edward Erasmus, Vice-Secretary Sarah Sambo, Vice-Treasurer Dirkjan Bekius and members Ephraim de Lannoy and Arnoud Boesten.

Board President Croes and Director Uchtmann also expressed their deep gratitude to the 30 volunteers who give unstintingly of their time to Aruba’s elderly and have made the center a success through their sacrifice and efforts.

Story courtesy of The Morning News

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.

“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 brand identity was developed by The Partners, a New York-based company specializing in brand strategy and design, which was tasked with creating an exciting and globally consistent image of Aruba, to be used both on-island and in all of its marketing arenas.

“Aruba’s unique culture and beautiful surroundings offered us an ideal foundation for creating a vibrant global brand,” said Steven Gilliatt, Managing Director, The Partners. “This was a wonderful opportunity to support the government of Aruba in building a sustainable marketing program that will promote tourism to the island for years to come.”

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.

“In filming the new TV ads, we avoided the typical seductions of island paradise, and instead created smiling invitations from a beautiful place, with unpretentious and disarmingly friendly Arubans,” said Greg DiNoto, Partner, Chief Creative Officer, Deutsch NY. “Ian Wright was a natural choice for our spokesperson—he’s a ‘winking proxy’ for all of us jaded travelers. In our unscripted spots, Ian registers genuine surprise and delight at how friendly Aruba can be, and lets consumers reset the agenda for a tropical vacation.”

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.

Advertisements will also appear in the form of phone kiosks, branded subway trains and train platform posters in New York and Boston – Aruba’s top two markets in the U.S.

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.