A redesign of the new Aruba logo to more accurately depict the island's true nature.

I live in Alabama.  I’m really not the person you want to pitch with news of Aruba’s new rebranding initiative.

That didn’t stop them, though. They pitched me via email today.

A PR agency just found one long list of PR people and sent out the blast email release. Yet one more example of poor PR practice.   I only write of this because it is so ironic that they would pitch me on this story, of all stories.  A truly clueless effort.

Why does Aruba need to rebrand itself?  Because of the horrible way they handled the Natalee Holloway disappearance (and much more).

We in Alabama remember that.  It is the reason the mere mention of Aruba raises angry and bitter feelings.  It is the reason we are certain that Aruba is a horrible place.  They seem to care more about their tourism industry than the safety of those that visit Aruba.

So, I’ll reprint their release. That’s what they wanted, right? I’ll just use different links … and I’ll tell you the reason why they have to do a rebranding.

Now, do you still want to go to Aruba for your vacation?

Do you really want your children to take their Spring Break trips to Aruba?

Yeah, I didn’t think so.

The long string of stories in this Google News search is representative of the reason why Aruba is undertaking this rebranding effort.   Gee, if they would only spend as much effort in finding Holloway and/or truly solving the case.

ARUBA LAUNCHES ‘ONE HAPPY ISLAND’ GLOBAL BRAND IDENTITY,
FEATURING COLORFUL, NEW LOGO AND TAGLINE

Natalee Holloway - the innocent victim of Aruba's disregard for life.

NEW YORK, NY (September 20, 2010) – The Aruba Tourism Authority (ATA) is pleased to announce the launch of a new global branding campaign for the country, which includes a redesigned logo and the re-launch of the “One Happy Island” tagline.  The new branding will be introduced in the U.S. through a new advertising campaign titled “Aruba Uncovered,” which will include print, TV, online and out of home ads, and is slated to launch September 27, 2010.

The heart of Aruba’s new brand identity is its new logotype, which includes new typography, colors 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 colors 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.

Another key aspect of the new branding is the re-launch of the “One Happy Island” tagline, which 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.

“The government of Aruba currently has a number of tourism-related initiatives underway to fulfill our collective vision for the island, and our new brand identity is a large part of that,” said Mr. Otmar Oduber, Aruba’s Minister of Tourism, Labor and Transportation. “The new universal brand positioning builds on our pride for our country as both a wonderful place to live and to visit.  We are one happy island, and we want everyone to know it.”

The new brand identity was developed by The Partners, a New York-based company specializing in brand strategy and design, which was tasked with creating an exciting and globally consistent image of Aruba, to be used both on-island and in all of its marketing arenas.

“Aruba’s unique culture and beautiful surroundings offered us an ideal foundation for creating a vibrant global brand,” said Steven Gilliatt, Managing Director, The Partners. “This was a wonderful opportunity to support the government of Aruba in building a sustainable marketing program that will promote tourism to the island for years to come.”

The new branding will be unveiled in the U.S. through the new “Aruba Uncovered” 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.

“In filming the new TV ads, we avoided the typical seductions of island paradise, and instead created smiling invitations from a beautiful place, with unpretentious and disarmingly friendly Arubans,” said Greg DiNoto, Partner, Chief Creative Officer, Deutsch NY. “Ian Wright was a natural choice for our spokesperson—he’s a ‘winking proxy’ for all of us jaded travelers.  In our unscripted spots, Ian registers genuine surprise and delight at how friendly Aruba can be, and lets consumers reset the agenda for a tropical vacation.”

Deutsch also created a new print and online campaign, featuring the “One happy island” tagline and new logo.  The new print ads will begin running nationally in October in publications such as Bon Appétit, Travel + Leisure, Food & Wine, Real Simple, Brides and more. Online ads will be appearing on TheKnot.com, Travel Channel online, Yahoo.com, Weather.com, Travelocity, Expedia, Orbitz and more.

Advertisements will also appear in the form of phone kiosks, branded subway trains and train platform posters in New York and Boston – Aruba’s top two markets in the U.S.

Aruba’s new global marketing identity has a direct link to the island’s Bo Aruba initiative, which includes plans to renovate and improve important civic and tourist areas in downtown Oranjestad and throughout the island.  Colorful examples of the new brand are currently displayed with banners, signage and street architecture throughout Aruba.

For more information on travel to Aruba, please visit online at http://www.ARUBA.com/ or call 1-800-TO-ARUBA.

About Aruba
Aruba, One happy island, is truly an extraordinary experience.  Located only two-and-a-half hours by air from Miami and four hours from New York City, the island is ideally situated in the southern Caribbean and boasts year-round cooling trade winds and perfect weather with average annual temperatures of 82 Fahrenheit and less than 20 inches of rainfall per year.  Aruba serves up 28 luxurious hotels/resorts, championship golf courses, sumptuous spas, vibrant casinos, extraordinary international and local cuisine, exclusive shops and boutiques, exciting land and water activities, art galleries and museums, world-famous festivals and events, clubs and cafes with live music and world class beaches. The backdrop of a cosmopolitan tropical destination with warm, hospitable people is the perfect place for first-time guests and loyal visitors.

About The Partners
With over 25 years experience, The Partners specializes in building brand strategies, rejuvenating existing brands, and consulting across all areas of visual brand identification. The consultancy has a wide range of expertise spanning many sectors, and has worked with some of the world’s most notable brands. The Partners is part of WPP Group (NASDAQ: WPPGY), a world leader in marketing communications, advertising, and marketing services. To learn more about The Partners, please visit http://www.the-partners.com/.

About Deutsch Inc.
Deutsch Inc. (www.deutschinc.com) is a multi-disciplinary marketing communications agency known for its insatiable culture and ability to drive business results for clients. Deutsch crafts a best-in-class array of marketing programs and works with many notable clients. Deutsch Inc. is the North American hub of the Lowe & Partners global network.

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