Creative agency Deep Focus, in partnership with the Aruba Tourism Authority, recently announced the launch of a new national campaign that rewrites the rules of traditional travel advertising. Rather than inviting travelers to simply consume a place, the campaign encourages them to connect with it — to understand that Aruba is not just a destination but a delicate ecosystem, a rich culture, and a vibrant home to generations of people whose way of life is worth protecting.
To support this shift, Deep Focus set out to establish this relationship through storytelling and purposeful marketing, crafting a campaign around a simple but powerful idea: one must give to receive. It positions travel as a two-way relationship between visitor and destination, where mutual respect takes precedence over consumption and excess.
The campaign will run through the end of the year across streaming platforms, social media, podcasts, display, and out-of-home placements. It is anchored by a suite of assets, including a :90 anthem film, :30s, :15s, :06 vignettes, and nine banner ads.
“This is the most meaningful work we’ve done to date. Welcoming conscientious travelers who truly care about our island means everything to us – Aruba’s fragile ecosystem and rich heritage aren’t just beautiful, they are part of who we are and deserve to be protected,” said Sanju Luidens, CMO for Aruba Tourism Authority.
“It’s rare in marketing to be part of something this meaningful,” added Matt Steinwald, Managing Director, and Chief Creative Officer at Deep Focus. “Over the years, as we’ve worked together, we have grown to deeply respect and love the island and its people — a connection that carries with it a profound responsibility. We are committed to honoring and protecting the delicate balance of tourism for generations to come. For us, this isn’t just a job — it’s our purpose.”
The campaign is meant to set guest expectations from the start. It shows Aruba not as a backdrop but as the main character – a living, breathing home to thousands. Guests are encouraged to come not just for what Aruba can offer, but for what they can offer Aruba. The campaign’s goal is to attract travelers who are naturally inclined to respect the culture, people and environment.
Deep Focus brought this idea to life with a production that avoids the usual tropes of Caribbean tourism ads. The team embedded themselves in the local community, casting over 200 real Arubans, shooting in over 50 locations and even staging a full Carnival celebration to showcase the true spirit of the island. A custom score featuring real sounds and dialogue from the country further root the ads in authenticity.
The campaign will run nationwide but will prioritize major markets including New York, Miami, Boston, Atlanta, Chicago and Dallas.
“When You Love Aruba, It Loves You Back” marks a pivotal shift in Aruba’s advertising approach. Deep Focus, in ongoing partnership with integrated communications agency Zeno Group, is now developing a broader behavior change initiative that will roll out on the island – engaging locals, visitors and businesses in a collective effort to protect Aruba for generations to come. This campaign is a new way forward for tourism – and a new model other destinations may soon follow.
