Aruba Tourism Authority
How do you make a destination brand stand out in a feed full of travel content? You stop marketing the destination and start creating experiences people want to interact with, share, and see themselves in.
The goal for Aruba Tourism Authority was to refresh the brand’s social presence through social-first storytelling, platform native ideas, and interactive campaign concepts that inspired wanderlust and made the brand feel more modern, engaging, and culturally connected across social platforms.
social strategy. content creation. content capture. blog development. community storytelling. brand positioning.
Created and developed Aruba’s social strategy refresh playbook, defining updated content buckets, platform roles, and audience-first storytelling opportunities designed to create a more engaging and modern travel brand presence. Concepted and helped shape social-first campaign executions that prioritized interactivity and shareability, including innovative AR filter experiences built to drive awareness, participation, and organic engagement across Instagram. Helped give the brand a refreshed social identity by introducing trend-aware creative thinking, platform-native content opportunities, and experiential digital ideas that differentiated Aruba within the competitive travel landscape.