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30 Aug 2023

High-Flying Aruba Announces Record Advertising Blitz

One of the world’s leading holiday destinations is launching its biggest-ever UK advertising campaign to capitalise on newly-launched direct flights.

The Dutch Caribbean island of Aruba won a major endorsement of its UK market potential with the launch in March of twice-weekly direct flights by British Airways.

Now the Aruba Tourism Authority (A.T.A.) has unveiled its biggest-ever UK advertising spend, with a six-week outdoor campaign breaking on September 11. Comprising of 48-sheet posters on the London Underground and digital screens across Tube locations as well as shopping centres at High Street Kensington and Canary Wharf, the campaign aims to further raise awareness of the destination, targeting long-haul beach-lovers.

The campaign, driven by newly-appointed London-based media agency december19, focuses on a creative developed in-house by the tourism authority. This highlights the position of the island’s Eagle Beach as the Caribbean’s number one, as voted for in the 2023 TripAdvisor Traveller Choice Awards.  The 1.2-mile long stretch of pristine white sand is the widest in the island.

The advertising campaign, which will also include a social media drive and a partnership with The Times, is designed to highlight Aruba’s position as a year-round premium beach holiday destination. Located just off the coast of Latin America, the island is outside the hurricane zone and enjoys consistent weather 12 months of the year.

The drive will underline ease of access, thanks to the new British Airways flights from London-Gatwick and will also demonstrate the island’s appeal for weddings and honeymoons and its range of restaurants and cuisines for food-lovers.

Announcing the campaign, Tirso Tromp, A.T.A. European Director explained: ‘The decision by British Airways to fly to Aruba was a major breakthrough for us and marks the start of an exciting new phase of our journey in the UK. Our ground-breaking new advertising campaign sets the stage for a new era in communication. It showcases our brand’s essence and also marks a significant milestone in Aruba’s ambitions in the UK.’

A.T.A. CEO, Ronella Croes, added: ‘The size of the investment we are making in the UK underlines our confidence in the market – one of the most established and dependable in the world – as well as supporting our partners.

 ‘Our team has worked tirelessly to get us to this landmark stage, and we look forward to it being a stepping stone to further grow our UK and wider European markets.’

december19 Co-Founder, Dave Barnet said of the appointment: ‘We are delighted to be working with the Aruba Tourism Authority. The British Airways flight brings a huge opportunity to the destination, and we have some fantastic executions planned to support this development. Working with the team is one happy partnership.’


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