Aruba Tourism Authority (ATA) has launched the first creative campaign titled “The Aruba Effect” to positions the country not as an exporter of goods, but as the number one exporter of happiness. It explores what happens when this lift in mood spreads person by person, like a ripple effect, across the world.

Feel the Aruba Effect – Spend just a few moments on Aruba’s sunny shores and you’ll feel it – a light, happier version of yourself that grows from within. It flows throughout One happy island so no matter where you go, you’ll find it. We call it the Aruba Effect, and here’s the best part – it stays with you long after you leave.

The One Happy Island is bringing “The Aruba Effect” to life through its new advertising which includes website updates, digital videos, organic social, and display as well as special partnerships with HBO, Hulu, Paramount and Discovery+. By focusing on how the island improves wellbeing, drops defenses, and reveals a happier version of each person that stays with them even when they return home, the campaign is a testament to the people of Aruba and the impact of its culture on a personal and potentially global level. Videos include families, couples, solo travelers, and friends experiencing “The Aruba Effect” on the island’s beaches, bike trails, and city streets.

The campaign is live via a unified communications plan with cohesive adaptations of “The Aruba Effect” activated through paid and earned media, influencers, sales and other channel efforts.