Deep Focus Releases Latest Installment of The Aruba Effect Campaign for Aruba Tourism Association, ATA Marketing Communication News [Video]

Full-service advertising agency Deep Focus has launched a new round of creative for Aruba Tourism Authority that continues to showcase the positive emotional impact that makes traveling to the island unique. The work launches today and will run throughout the year.

The integrative campaign will encompass North America, Latin America and Europe, with localized versions of ads adapted for the non-U.S. markets. Mediums include CTV video (Hulu, Netflix, Max, Disney+), digital (YouTube), social media (TikTok), audio (Spotify, New York Times DAYBREAK), display (ADARA, Kayak, Kargo, Bidtellect), weather-triggered OOH, and custom digital content (Bon Appetit, Modern Luxury). Executions include a :75 anthem ad, four :30 spots, and three :15 lifts.

Caribbean advertising is a sea of sameness. Similar beaches. Similar water. Similar weather. To elevate beyond industry conventions and create a different, more emotional connection with consumers, the agency tapped into what distinguishes Aruba beyond its physical characteristics.  

After an extensive research process and creative iteration, the agency determined that Aruba’s difference from other …