Campaign Destination

One Happy Island Campaign by Aruba Tourism Authority (ATA)

Global tourism marketing campaign of the new brand identity of Aruba Tourism, One Happy Island.

Global tourism marketing campaign of the new brand identity of Aruba Tourism, One Happy Island.

Launched by Aruba Tourism Authority (ATA) in September 2010, One Happy Island is the Aruba’s global brand identity campaign which includes a redesigned logo and the re-launch of the “One happy island” tagline.

“One Happy Island” tagline 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.

According to the tourism board, the heart of Aruba’s new brand identity is its new logotype, which includes new typography, colours 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 colours 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.

Developed by The Partners, a New York-based company specializing in brand strategy and design, the brand identity campaign is introduced in the USA through a new advertising campaign titled “Aruba Uncovered” which include print, TV, online and out of home ads.

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.

Deutsch also created a new print and online campaign, featuring the “One Happy Island” tagline and new logo. The print ads began to run nationally in October 2010 in publications such as Bon Appétit, Travel + Leisure, Food & Wine, Real Simple, Brides and more. Online ads also appeared on, Travel Channel online,,, Travelocity, Expedia, Orbitz and more.

Related photos / pictures / images gallery of One Happy Island Campaign of Aruba Tourism.

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