Bright Mountain Media, Inc. has released an on-demand webinar showcasing the successful and award-winning tourism marketing campaign developed for Aruba. The session, titled “How Connected Research Helped Aruba Reimagine Tourism Marketing,” highlights how Aruba Tourism Authority partnered with Big Village and Deep Focus to rebuild tourism demand through data-driven insights and innovative storytelling.
Following the global pandemic, Aruba—an island where tourism accounts for approximately 93% of GDP—faced significant pressure to restore visitor demand while remaining competitive on the global stage. To address this challenge, Big Village led an extensive connected research and attitudinal segmentation initiative, ensuring that consumer insights informed every stage of the campaign, from strategy and creative development to media execution and performance measurement.
These insights shaped Deep Focus’s creative platform, “When You Love Aruba, It Loves You Back,” which reframed tourism as a reciprocal relationship between visitors and Aruba’s people, culture, and environment. By moving beyond traditional “sun and sand” messaging and aligning marketing with travelers’ deeper values, the campaign delivered record-breaking visitation results and improved marketing return on investment.
International Recognition
The Aruba tourism campaign received major industry recognition, including:
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Gold Magellan Award for Destination Marketing from Travel Weekly
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Recognition at the Shorty Impact Awards for creative and business impact
These honors highlighted Aruba’s innovative approach to tourism marketing and the effectiveness of connected research in driving measurable results.
Webinar Insights
The webinar features insights from key leaders involved in the campaign:
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Kyle Kreuger (Deep Focus)
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Lea Giaquinto (Aruba Tourism Authority)
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Andy Davidson (Big Village)
Together, they explain how Aruba used advanced audience segmentation, integrated media platforms, and performance analytics to safeguard its tourism economy and build a sustainable growth model for the future.
CEO Stock Purchase Signals Confidence
In a separate announcement, Bright Mountain Media confirmed that CEO Matt Drinkwater purchased nearly 300,000 shares of company stock in December 2025. The transaction signals leadership’s confidence in the company’s long-term strategy and growth prospects.
The Aruba campaign continues to serve as a global example of how strategic research, creativity, and data integration can drive meaningful tourism recovery and long-term success.
