Aruba is a tiny touristic destination in the middle of the Caribbean surrounded by lots of other countries that compete to be the best choice for the perfect holidays. To demonstrate that we are a better destination, we decided to reinforce our brand by using our strongest belief: we believe that the most beautiful beaches in the world are ours.

To prove our point, we decided to run a little experiment. We invited an international photographer to take photos of the most beautiful spots in the island. Afterwards, the photos were uploaded to the major image banks in the world as royalty-free images.

We monitored all the uploaded photos and registered that at least 12 countries around the world have chosen to use photos of Aruba beaches instead of their own.

Once our competitors started to download and use our images, we had all the assets we needed to contextualize their actions in our favor: we created an integrated campaign composed of print ads, posters, social media posts, and a YouTube video that showed the rest of the world what we already knew: the most beautiful beaches in the world are ours. And our competitors said so.

To prove that our beaches are more attractive than our competitors’, we decided to run a little experiment: we invited an international photographer to take photos of the most beautiful spots in the island. Afterwards, the photos were uploaded to the major image banks as royalty-free images, tempting our competitors to use them as if they were theirs.

Once they started to download and use our images, we just needed to contextualize their actions into a digitally-led campaign, showing the rest of the world what we already knew: that the most beautiful beaches in the world are ours.

At least 12 countries around the world have chosen to use photos of Aruba beaches instead of their own, hereby proving that we indeed have the best beaches in the world. As result, we have already had an 8% increase in tourism to Aruba.