Ad Agency Review Results in Selection of New Firm Based in New York City with Clients Including, Unilever, Johnson & Johnson, Milk, XM Radio & More.

The Aruba Tourism Authority (ATA) has announced the appointment of a new advertising agency, Lowe New York.  The exciting news came February 8, when, after six months of searching for an advertising agency, ATA appointed Lowe New York to head up all of Aruba’s advertising in North America.  ATA began the government mandated advertising agency review in July 2007 with the assistance of 10 partners from the public and private sectors, and guidance from AAR Partners, a review specialist company.  AAR Partners is a third-party, industry-recognized consultant that provided counsel and expertise in the agency selection.  The process started with over 45 contending agencies and it was then narrowed to five exceptional firms from around the country.  After months of chemistry meetings, work sessions, conference calls and presentations, the much anticipated final decision was announced.  Lowe New York’s work with ATA officially starts April 1, 2008.

Underscoring the island’s commitment to continuous improvement, the government mandated review requires a periodic review of all agency partners to ensure the best service, value and fit with the marketing objectives, goals and core beliefs of ATA.  This serves as a tool to examine ATA’s current capabilities and identify its emerging priorities.  Lowe New York will now be charged to meet all of the goals of Aruba’s advertising including enhancing the brand of the island’s tourism sector, reaching its core audience, and meeting strategic business objectives.  The main qualities for selecting a new agency were excellent strategic insights and thinking, the strong chemistry and fit with the Aruba team, thought-provoking ideas and a global perspective.

Four other impressive agencies made the final round, including Fort Lauderdale-based Zimmerman and Partners, New York’s Cossette Communication Group, Euro RSCG Worldwide, out of Baltimore and the incumbent Fitzgerald + CO, from Atlanta.  ATA’s decision to go in another direction was not an easy one.  Fitzgerald + CO has over 10 years of partnership and friendship invested in the island and is regarded as a highly creative partner that has, time and again, exemplified total dedication and commitment to the destination, regularly going above and beyond the call of duty.  Fitzgerald + CO has created and launched various successful ad campaigns for Aruba over the last decade including the slogan “Where Happiness Lives,”  the renowned “Charly from Aruba” radio spots and the most recent “Rumba Aruba” television ads.

“ATA is very much looking forward to the excitement of a fresh start and new beginning working with our new partners at Lowe New York,” said Myrna Jansen-Feliciano, managing director for the Aruba Tourism Authority.  “The decision was a difficult one and all of the finalists were strong and creative firms vying for the business.  We are confident that our detailed review process has brought us to the ideal candidate to handle our advertising in the U.S. and we are looking forward to a partnership with Lowe that will be successful and productive.”