Aruba launched a global branding campaign with a redesigned logo and has reintroduced the "One Happy Island" tagline, which had been used as Aruba's official slogan for years but was discontinued in the U.S. market 10 years ago.
A new ad campaign titled "Aruba Uncovered" will debut in 13 U.S. markets on Sept. 27, according to Otmar Oduber, minister of tourism, transportation and labor.
"The government of Aruba has a number of tourism-related initiatives underway to fulfill our collective vision for the island, and our new brand identity is part of that. The brand positioning builds on our pride in our country as a wonderful place to live and to visit," Oduber said.
The new TV ads feature Ian Wright, host of the Globe Trekker travel/adventure TV series. The ads are unscripted and feature Wright's interactions with Arubans to reinforce the island's welcoming spirit.
Oduber said that the new ads are an evolution of the '90,000 friends you haven't yet met' most recent U.S. campaign.
"The new ad campaign, a universal and familiar tagline and a new logo will be uniform in all markets, which makes for a higher return on investment," he said.
The new logo features the red compass rose from Aruba's national flag. The colorful letters spelling "Aruba" reflect the sky, sea, flora and fauna of the island.
The marketing campaign will be funded by the hotel room tax, which increased to 9.5% from 8% on Sept. 1, according to Oduber.