“As Aruba moved from a branding strategy to an ROI-based DMO, our heavy reliance on data provided critical insights into the market to help move the business forward,“ said Russell Zingale, President, Eastern Region.
New York City, NY (PRWEB) June 18, 2014
U.S. International Media (USIM), the fastest growing independent media services agency, in conjunction with ad agency Concept Farm, took home bronze at the 2014 North American Effie Awards for the Aruba Tourism Authority Campaign: Many Happy Returners. Effie Awards recognize any and all forms of marketing communication that contribute to a brand’s success, and are known by advertisers and agencies as the pre-eminent award in the industry.
The Many Happy Returners campaign captured real-life stories of Aruba’s most valuable resource: the loyal people who keep coming back to the island again and again. By sharing these stories, the Many Happy Returners campaign reinforced Aruba Tourism Authority’s “One happy island” message, generating interest from potential new visitors and amplifying paid media through social activation and local events.
"As Aruba moved from a branding strategy to an ROI-based DMO, our heavy reliance on data provided critical insights into the market to help move the business forward," said Russell Zingale, President, Eastern Region.
Leading up to the Many Happy Returners campaign, tourist visits from the United States to Aruba had reached an all-time low, but USIM and its partner creative agency jumped at the chance to motivate more Americans to consider Aruba for their next Caribbean vacation. In just a year, due to the efforts of the Many Happy Returners campaign, annual visitation to Aruba had risen significantly. The island has seen some exceptionally successful months in spring and early summer.
ABOUT CONCEPT FARM
The Concept Farm is located in New York’s “Silicon Alley” with 50 Farmers collaborating across strategy, account management, creative, design, social media and measurement & analytics. To harvest content with maximum efficiency, they also have a full suite of in-house production and post-production capabilities.
ABOUT US INTERNATIONAL MEDIA
U.S. International Media is an independent, full-service media agency providing innovative media strategies, execution, and results that cultivate and maximize clients’ businesses. USIM has a local office footprint with 21 offices in the United States and billings over $750 million. For more information, please visit http://www.usintlmedia.com.